Brand Barometer - Oasis thrives on Cactus Kid ad

Soft-drink brand's latest ad slogan "For people who don't like water" makes an immediate impression.

Coca-Cola launched a new ad campaign for its fruit drink brand Oasis on 1 July, allowing the brand to achieve immediate uplifts in its scores on BrandIndex.

The campaign, which features the character of the Cactus Kid, carries the slogan "For people who don't like water".

It includes billboard and television ads, with the posters first appearing on 1 July, followed by the debut airing of the TV ad on 3 July.

The billboard ad depicts the Cactus Kid drinking from an Oasis bottle, with the poster stating, "As drunk by Cactus Kid".

The Oasis logo can be seen in the bottom right-hand corner of the billboard, above the "For people who don't like water" slogan.

After the poster ad first appeared, the recommend and satisfaction scores for the Oasis brand both increased to 7%.

The brand's satisfaction score increased 2% and its recommend score by 1%.

The new television ad for Oasis starts in the kitchen of a tidy Southern US state bungalow.

It depicts a young woman having a heated discussion with her mother over the fact that she is carrying the baby of her boyfriend, the Cactus Kid.

The mother looks at the Cactus Kid, as he leans in the doorway, in a state of shock, before telling the young couple to leave.

The ad ends as the couple jump into their car, with the Cactus Kid driving the pair off into the sunset and the narrator sipping Oasis in the car next to him. Finally, the tagline "For people who don't like water" appears.

After the TV ad first aired, scores for the brand improved, with the recommend score for Oasis increasing a further 2% to peak at 9%.

The satisfaction score for the brand has also improved, up to 9% as of 10 July.

Oasis will hope that the renewed interest in the brand transfers to an increase in sales.

Richard Wood, www.brandindex.co.uk.

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