Oasis Mighty Drops

Oasis Mighty Drops will be sold in packs of 56ml

CCE is refreshing Oasis - and extending it into the water enhancers market - as it looks to boost its performance in grocery.

Rolling out from May in Mixed Berry, Mango and Raspberry Lemonade, super-concentrated squash Oasis Mighty Drops will be sold in 56ml packs (rsp: £2.49). Like previous water enhancer launches - including Britvic’s Robinsons Squash’d and Vimto soft drinks’ Squeezy - the pocket-sized format is aimed at consumers on the move.

Oasis is also targeting the lunchbox market for the first time in years with 6x250ml packs, and is rolling out a new pack design across the brand to flag up its refreshment and flavour credentials.

The activity follows a 0.8% rise in grocery and 5.3% rise in impulse sales for the Oasis brand last year [Nielsen 52 w/e 28 December 2013].

“Oasis has continued to perform well in ‘instant consumption’ and our investment is designed to help accelerate further growth in the grocery sector,” said CCE operational marketing director Caroline Cater.

A marketing push for Oasis - which is licensed to CCE by The Coca-Cola Company - will include a new TV ad from 1 May to engage with teenage consumers.

Independent retailers are being offered a new flavour, Pineapple Rush.