COCA-COLA EUROPEAN PARTNERS LAUNCHES OASIS AQUASHOCK

 

  • New flavoured water launching in March targeting young adult consumers
  • Available in two contrasting flavours: Spicy Raspberry and Chilled Cherry
  • Oasis brand refresh to be unveiled in May

Coca-Cola European Partners (CCEP) is introducing a new range of flavoured waters, Oasis Aquashock, in March and unveiling a brand refresh across its Oasis portfolio in May.

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The latest addition to the Oasis brand offers consumers a ‘hot’ or ‘cold’ hydration experience without the calories or added sugar and containing natural flavours. Oasis Aquashock Spicy Raspberry is flavoured with fiery chilli, whereas the Chilled Cherry variant contains cooling, tangy lime, making it set to appeal to young adult consumers who are looking for excitement within the flavoured water sector.[1]

 

Oasis Aquashock will be available in 500ml PET bottles with a translucent lid, bottle and label, marking it apart from Oasis juice drinks. The launch will be supported by a substantial marketing budget including in-store sampling and POS. Both variants will be exempt from the soft drinks tax which comes into effect on 6th April and should be stocked alongside other flavoured waters in the water chiller.

 

CCEP is also unveiling a brand refresh across the Oasis portfolio. The new design is bold, quirky and fun and will deliver impactful standout on the shelf. It will also help to create differentiation across the Oasis portfolio so consumers can easily identify their favourite Oasis variant.

 

Simon Harrison, Customer Marketing Director GB at Coca-Cola European Partners, said: “Oasis Aquashock is an exciting new addition to the Oasis portfolio. We’re constantly looking to innovate and respond to consumer demand, and with over half of Oasis consumers drinking flavoured water,[2] now is the perfect time for us to launch Oasis Aquashock.

 

“Flavoured water is up 4% year on year[3] and we’ve noticed a significant opportunity within the sector amongst young adults. Market research shows that this audience is looking for new products and excitement,[4] and with its unique flavours, Oasis Aquashock is sure to help retailers further grow this sector.

 

“Shortly after we’re also energising the wider Oasis brand with a modern new look and messaging that is bold and bright, highlighting the fun and cheeky personality of the Oasis brand.”

 

The full range of Oasis juice drinks are also soft drinks tax exempt and include original Oasis, Oasis Zero and Oasis Sours.

 

[1] One Pulse Online Market Research – UK Population 1000

[2] Source: Kantar Worldpanel Usage | 52w/e 16th July 2017 | 13 Aug 17 vs 14 Aug 16 | Family 10+ years | Spend (£) |  Actual  |  12 w/e  |  (£000)

[3] Source: Nielsen MAT w/e 31.12.18

[4] One Pulse Online Market Research – UK Population 1000

Author: kimbarnard

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