Oasis' thirst for women

23 March, 2007

Coca-Cola Enterprises has revamped its Oasis brand in a move to target health-conscious female drinkers.

Available from April, reduced sugar Oasis Extra Light has only three calories per 10cl and comes in Summer Fruits, Peach Passion and Power Berry flavours, replacing the original Fusion flavour.

The company will invest £3.6 million in the Oasis brand in 2007, with TV and radio ads and in-store P oS.

Nearly a third of its marketing budget will be used to promote the brand with food through food matching promotions and sandwich stickers.

Head of marketing Anita Huntley said: " We are confident that reducing the sugar will meet the needs of consumers wanting to reduce their sugar intake ."




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