Prickly pair team up in ad

11 July, 2008

Oasis drinks

hit TV screens this month as part of a £4 million marketing campaign by Coca-Cola Enterprises.

Running with the tagline For People Who Don't Like Water, the

ad

features a character called the Cactus Kid who refuses to drink water. Outdoor ads will continue the theme, with the slogan Hating Water Is Not

A Crime featured on posters and also on 50cl, 37.5cl multi packs and 1.5-litre bottles of Oasis throughout August and September.

Point-of-sale materials such as branded bins and shelf barkers will also be available for independent retailers.

As

a leading UK adult juice drink brand , Oasis is worth £79 million in retail sales, according to

CCE.

Kate Bourne, breakthrough development manager, added: "Oasis is†being transformed from a product

to a brand with an irreverent and engaging personality via a powerful core creative idea."




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In the not-too-distant future, when all humans are born with inbuilt VR headsets and Trump is Supreme Commander of the Known Universe, how will students of wine look back on the present era of retail in the UK? And, in such a dystopian world, why would anyone care?

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