BITE Insight

The strategy behind a brand campaign begins with an insight, whether that is cultural, societal or global. This insight often leads the brand to a trend, which they can then harness and attempt to subtly convey through their marketing campaigns.

But Oasis, working with the Corner, have gone one step further for the launch of the new Oasis Sours drinks. They have scrapped any attempt at subtlety and instead, explained the thinking behind the campaign, in the campaign itself.

Oasis have shamelessly cashed in on a current music trend, grime, to sell more products in a tongue-in-cheek, self-deprecating campaign, in keeping with Oasis’ quirky tone of voice. The radio ad, with corresponding music video, outlines that sour flavours are big right now and so is grime; Oasis have harnessed both trends at once.

The sour drinks, Kiwi Apple Sour and Apple Cherry Sour, have been created for a target audience of young adults. The campaign is always-on and includes digital, OOH, radio, social media and PR and experiential sampling in city centres, to name a few.

The Corner and Oasis have tapped into the younger generations’ desire for brand transparency in a funny, ironic campaign that openly, and brazenly, tells it like it is.