The adult soft drinks market is to get a further boost as Coca-Cola Enterprises (CCE) invests £3.5m in a TV advertising campaign for its Oasis brand.
The category has been the focus of NPD in recent months, as consumers look to healthier drinks. Schweppes has launched a new Straightcut range and Appletiser has added a Peartiser variant.
The new Oasis campaign aims the brand squarely at 16 to 34-year-olds, using the strapline 'Chuggable Fruitiness'.
There are three 30-second ads, which will run until July in between comedy, entertainment and sports programmes. "This year is exciting for Oasis," said Andy Slee, licensed trading director for CCE.
"We have expanded our core range to include new flavours and an Extra Light range and have put marketing support behind the brand to raise awareness."
The TV ads are part of a £4.6m investment this year and there will also be outdoor advertising throughout the summer.