Oasis

Now worth £78.4m (compared to £64.7m in 2006), the Coca-Cola Enterprises-owned drinks line is, according to Kenny Chisholm, its parent company’s shopper marketing manager, “now Britain’s best selling impulse juice drink”.

This process was helped by a public increasingly turning its back on traditional carbonated drinks lacking in ‘natural’ ingredients, and in April 2007, with the launch of an expanded range, Chisholm identified the arrival of Oasis Extra Light as being particularly important.

Overall, he describes Oasis as “a success that has grown naturally.”

2007 also marked the brand’s return to television advertising after several years absence. Running from May to July and costing some £3.5m, some three commercials were commissioned and primarily intended to reach young adults, who might have considered Oasis a drink bought by children.

In total, Coke spent £4.6m on keeping the brand in the public eye, taking in commercial sponsorship and radio advertising with stations such as talkSport, Kiss, Virgin and XFM, and money was also spent on a variety of outdoor mediums.

2007 £78.4m
2006 £64.7m
yoy change 21.3%