Coca-Cola Enterprises is launching Oasis Extra Light and, at the same time, reducing sugar across the brand’s core range of soft drinks.
Extra Light, which will replace Fusion and other light ranges, is aimed at women. It contains just three calories per 100ml, and is available in summer fruits, peach passion and power berry flavours.
The Oasis brand is backed by a £3.6m spend in 2007, with almost a third of this being spent on promoting consumption of the drink with food. This will be done through promotions, merchandising and sandwich stickers, as well as press, radio and outdoor advertising during the busy summer sales period.
Anita Huntley, head of marketing for CCE, comments: "This expansion of Oasis is to capitalise on the growth of what is already a successful brand and we are confident that reducing the sugar content will meet the needs of consumers wanting to reduce their sugar intake and demands for the same great taste."
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