Picks of the Week

OASIS LAUNCHES FRUITY NEW CAMPAIGN

The summer activity focuses on young adults in urban centres when they are looking for refreshment while on the go and to accompany their lunch.

Coca-Cola Europacific Partners (CCEP) is ramping up its marketing activity for Oasis this summer, with a light-hearted campaign to tap into the lunchtime occasion. The campaign, which launches this week, aims to show that ‘while Oasis can’t change our characters… it can refresh them’.

The activity is expected to reach 81% of young adults multiple times and will include targeted video content on social media, alongside eye-catching digital out-of-home takeovers across high footfall areas in city centres. Quirky headlines include ‘Can Oasis help you drive like a pro? No. It’s fruity and refreshing. That’s it. Be your own Oasis’ and ‘Oasis won’t change your life, Just your lunch hour. Be your own Oasis’.

Oasis is currently the number one juice drinks brand in GB. It is worth £87m, and is outperforming the juice drinks segment three-fold. The summer activity aims to build on the brand’s growth, focusing on young adults in urban centres when they are looking for refreshment while on the go and to accompany their lunch.

Martin Attock, Vice President of Commercial Development at CCEP GB, said: “Across the juice drinks category we have seen sales of on-the-go formats return to growth, up 29% over the past 12 months, with Oasis on-the-go formats up over 42%.

“We expect this trajectory to continue, particularly throughout the summer, and this new campaign will help keep Oasis front of mind with consumers on their lunchtime shopping mission.”

The Oasis range is fully HFSS-compliant, with all natural flavours and no artificial colours. Variants include Summer Fruits, Citrus Punch, and Blackcurrant Apple.

OLD MOUT LAUNCHES BIGGEST-EVER CAMPAIGN

The brand’s multi-million-pound campaign runs across TV and social channels until 31 July.

Old Mout has launched its biggest-ever campaign, along with limited-edition designs for its range of 10-packs, as the cider brand enters its fourth year in partnership with WWF.

The multi-million-pound campaign runs until 31 July, across TV and social channels. With every limited-edition pack sold, the Heineken brand will donate 50p to WWF to protect the Amazon and support the wildlife charity’s wider conservation work.

Alongside its partnership with WWF, Old Mout is 100% recyclable, vegan friendly, gluten free and made with natural flavours. These credentials particularly appeal to younger shoppers who look to make a positive impact through their lifestyle choices.

Rachel Holms, Heineken UK’s Cider Marketing Director, said: “Since 2019, Old Mout and WWF have been educating the world on the importance of reducing human impact on the environment. The launch of our limited-edition WWF packs will not only raise awareness of our invaluable partnership but allow consumers to learn more about the work of WWF.”

Commenting on the brand’s marketing activities, Holms added: “This summer, Old Mout will be unmissable as we run the biggest campaign the brand has ever seen – consumers will see our advertising across TV, social media and spend some quality time with us at two festivals with our award-winning Kiwi Camp.”

LUCOZADE SPORT NAMED COMMONWEALTH GAMES OFFICIAL SPORTS DRINK

The Games are expected to attract more than one million spectators to Birmingham and have a global TV audience of 1.5 billion.

Lucozade Sport has become the Official Sports Drink of the Birmingham 2022 Commonwealth Games and will provide thousands of athletes with isotonic drinks throughout the multi-sport tournament.

The Games are taking place across the West Midlands between 28 July and 8 August this year, with Lucozade Sport expecting to provide more than 102,000 litres of the nation’s favourite sports drink to elite athletes from across the globe. Para sports are fully integrated into the competition programme and, for the first time in games history, there will be more medal events for women than men.

The occasion is set to be the biggest sporting event ever to be held in the West Midlands with around 4,500 athletes from 72 nations and territories competing in 19 sports across 15 competition venues. The games are expected to attract more than one million spectators to the city and have a global TV audience of 1.5 billion.

Every Lucozade Sport bottle distributed at the games will be made from recycled plastic excluding the cap and label, and the brand is working with Birmingham 2022 waste providers to promote sustainability ambitions throughout the tournament. Birmingham 2022 is aiming to make this the first Commonwealth Games with a carbon-neutral legacy and set a benchmark for future games.

Matt Riches, Head of Partnerships at Lucozade Sport, said: “The Birmingham 2022 Commonwealth Games are set to be action-packed with some of the greatest athletes from across the world performing at their peak in Birmingham. We’ll be providing them with the UK’s number one sports drink and can’t wait to be alongside them on the field of play.

PICKS OF THE WEEK

GOLD LEAF

Imperial Tobacco is launching a new range of limited-edition papers in Gold Leaf pouches. Launching in July, the papers will be available in Gold Leaf 30g and 50g pouches until the end of September, and priced at £14.60 and £24, respectively. There will be four different designs.

BISCUIT TWIST

Oreo is launching two new flavours for its Twists range, the Oreo Twists Vanilla & Caramel and Oreo Twists Vanilla & Raspberry. The new products combine one layer of vanilla crème with another flavoured layer. The new products will be available from July.

FIRE & BLOOD

Treasury Wine Estates’ wine brand Wolf Blass has teamed up with Warner Bros to roll out a limited-edition wine to mark the launch of HBO’s House of the Dragon series sequel. Wolf Blass Fire & Blood Cabernet Shiraz will be available in three labels nationwide from August.

RUM CONVENIENCE

Rum brand Dead Man’s Fingers is expanding into the RTDs category with three launches, Spiced Rum & Cola, Spiced Rum & Ginger Beer and Passion Fruit Rum & Lemonade. All three new variants are available to order now in 330ml cans, with an ABV of 5%. RSP £1.99 per can.

SWEET SOLUTIONS

Bonds of London has launched its new Shaker Cups display stand and a new FSDU for its Pun Box range, as part of its merchandising stand solutions. The stand has six shelves which displays three shaker cups deep and has five facing shaker cups, stocking a total of 90 cups.

POPPETS PMPS

Poppets has launched new pricemarked packs for three of its best-selling variants – Original Toffee, Salted Caramel Fudge, and Mix Ups. The PMPs, which have an RSP of £1, will be available throughout the convenience channel and in cash and carrys from July 2022.