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June 13, 2007

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Oasis plots 'beer substitute' drive

Coca-Cola Enterprises (CCE) is to position its Oasis brand as a non-alcoholic alternative to beer, to be drunk in a pint glass as an accompaniment to food, as part of a £4.6m drive to coincide with the smoking ban in England.

It introduced two variants in 375ml glass bottles last month: Oasis Citrus Punch and Oasis Summer Fruits, which will be aimed at men. It has hired below-the-line agency bd-ntwk to handle the activity.

The strategy forms part of CCE's 'Time for an alternative' programme, which is promoting the profit potential of premium adult soft drinks to the on-trade ahead of the smoking ban.

As part of this drive, CCE has launched Schweppes Straightcut, Peartiser and the 275ml 100% Schweppes juice range as soft drinks for adults.

Topics

Marketing