Oasis Drinks #RefreshingStuff

When we started working with Oasis, sales had plateaued, and the brand had lost traction with its core audience of 16-18 year olds. And with no planned innovation or new news to drive growth, pressure mounted on the advertising to invigorate the brand.

We spent time with the audience, looking for a new insight. Initially, we struggled to break through their natural suspicion, of us ‘marketers’, and reticence to open up. So we moved onto WhatsApp, and ran daily diaries, exploring their relationship with culture, social media and advertising. They immediately felt more comfortable, and confident, and it became clear they were entirely bored by the predictable, and dishonest (their words) nature of marketing. In their lives, they valued humour, and honesty above anything.

Based on this insight, about who they are, their relationship with the world, and their attitude to (and resistance of) advertising, we decided to offer them a refreshingly honest take on marketing, and advertising.

Pulling back the wizards curtain on the tricks and the tactics that brands use. And when appropriate, overtly ridiculing it.

The campaign flexed effortlessly across every channel, for example, working as effectively in social, or experiential, as it did in broadcast advertising. It pushed the brand back into growth, in year one, and drove +12% increase in sales, over the next 5 years. And it won back the hearts of the core audience of 16-18 year olds, with a +14% lift in brand love, amongst this age group.