Coca-Cola European Partners (CCEP) has launched two new sour flavours for Oasis and a multi-million pound marketing campaign.

The Oasis Kiwi Apple Sour and Apple Cherry Sour variants tap into ‘sour’ flavours that are already in growth within other FMCG categories, but is a ‘sour’ first for juice drinks.

The brand’s new range also offers low calories and low sugar, giving health conscious consumers a new juice drink option.

Both flavours will also be available in a £1 price-marked packs (PMPs) to encourage consumers to try the new products, as research shows that almost half of shoppers claim they’d be more likely to try a new line if it was in a PMP format.

The latest brand innovation is being supported by an ‘always on’ campaign aimed at the brand’s young adult target audience. It will include digital and static OOH, radio, social media, shopper activation, PR and experiential sampling activity in city centres, NUS venues, events, festivals and disruptive locations.

Simon Harrison, operational marketing director GB at Coca-Cola European Partners, said: “This new investment in Oasis is another example of how we are energising our portfolio of leading brands to ensure they remain relevant to consumers. The new variants will help retailers meet the growing trend for interesting flavours and on-the-go refreshment, providing consumers with a seven-strong range to choose from, with the added benefit of being low in calories and sugar.

“We will continue to link Oasis to the lunchtime occasion whilst our disruptive tongue in cheek marketing campaign will appeal to target audience of young adults, helping to drive retailers’ juice drinks sales in 2017.”

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