Coca-Cola takes on Robinsons with new Oasis squash drink
Coca-Cola is the latest drinks brand to enter the portable squash sector with the launch of Oasis Mighty Drops, a concentrated juice that can be used on the go.
In a “significant” investment in the Oasis brand, the new product follows Robinsons and Ribena launched similar products earlier this year.
Available from mid-May, the 56ml packs of super concentrated squash are available in Mixed Berry, Mango and Raspberry Lemonade flavours and will be supported by an integrated brand campaign from 1 May that takes a “light-hearted look at overnight celebrity culture” in a bid to attract teens and boost sales across the entire range.
A pack redesign of the original Oasis drink will roll out to “grab” shopper’s attention, accompanied by a new lunch box pack size developed in its Summer Fruits and Citrus Punch variants.
In addition a new flavour, Pineapple Rush, will be targeted at independent retailers to “tap into” the popularity of tropical flavours.
According to the Britvic Soft Drinks Review, the water enhancer category is set to be worth £200m.