TBWA/London is to spearhead Coca-Cola GB's relaunch of its Oasis fruit drink in 2001, as the soft drink company embarks on a marketing blitz with a raft of new products.
The brand's incumbent agency is working on a new ad campaign to break in May, which will give the drink a more adult identity. The product, which has an adspend of pounds 3m, is also being repackaged in a slimmer bottle to appeal to a wider audience beyond its teen consumer base.
The changes form part of Coke's marketing push for next year, which will include the launch of three new drinks and a 20% hike in its adspend.
Fanta Icy Lemon is the first to be rolled out, in March, taking Coke's core Fanta brand up a notch in its battle with Britvic brand Tango (Marketing, December 7).
This is to be followed in April by a new still fruit drink, Alive, which is being aimed at the teen market to challenge Britvic's Juice Up product.
Powerade, a sports drink already available in some markets, will be introduced before the summer.
Coke refused to comment on which agencies would handle Alive and Powerade.
This article was first published on Marketing