Oasis to launch 'it'll go with anything' campaign

Coca-Cola-owned fruit drink Oasis is set to launch a new campaign on Saturday (2 April) to position itself as the perfect lunchtime drink that will "go with anything".

The spring drive will introduce the new strapline, "Oasis, it’ll go with anything", and aims to show the brand with a "cheeky personality".

It marks the first campaign for Oasis since VCCP was awarded the business in September. Previously, the account had been handled by Mother since 2001.

The 30-second spot, featuring the voices of comedians Ruth Jones and Justin Moorhouse, shows a bottle of Oasis flirting with a Scotch egg, a popular lunchtime snack.

The ad, full of innuendos, ends with the pair nearly getting caught in the act with the Scotch egg on the sofa with a bite taken out of it and the Oasis bottle with his lid off.

The ad's creative director was Darren Bailes. He worked alongside the creative team including Rob Ganguly and Andrew Aradipiotis. Media has been handled by Vizeum.

The production company was Blink Productions and the ad was directed by Simon Willows.

A further ad will air on YouTube, showing two "saucy spuds" baking in a sauna, chatting about meeting someone "big and fruity", when Oasis joins them and causes one potato to lose her jacket.

Additional behind-the-scenes footage and comedy outtakes from the making of the ads will also be available online.

In addition, high-impact 96-sheets will play on song lyrics and pick up lines to communicate the brand proposition.

They will include ‘Shake your butty’, ‘Wham, bam thank you ham’ and ‘Quiche me baby’. The captivating phrases will also feature on bottle caps alongside revamped Oasis packaging, designed to modernise the product and highlight its fruit content.

Tanya Ahluwalia, senior brand manager at Oasis, said: " Reflecting the fun and cheeky personality of the brand, the activity taps into the British sense of humour, entertaining and engaging consumers with light-hearted comedy scenes featuring popular lunchtime foods."