Coca-Cola Enterprises aims to strengthen its position in adult soft drinks with a new advert for its burgeoning Oasis brand. The ad, with the tagline 'For people who don't like water', is part of a £4m spend including TV and outdoor advertising and in-store PoS.

Outdoor ads will underline the theme of the campaign by featuring the slogan 'Hating water is not a crime' which will also be displayed on all 500ml, 375ml multi-pack and 1.5l bottles of Oasis throughout August and September.

Oasis is worth £79m in retail sales and is growing ahead of the juice drinks sector at 14% year-on-year [Nielsen]. "Oasis is being transformed from a product to a brand with an irreverent and engaging personality via a powerful core creative idea," said Kate Bourne, CCE breakthrough development manager.