30 years of evolution to a successful brand image
Dernière mise à jour : 30 nov. 2021
The Oasis brand has been able to rebound from various brand positioning failures to finally establish itself as the direct competitor of Coca-Cola on the French market. Its evolution is visible for 30 years with frequent logo changes. Oasis started with a smiling sun face in the 80s, then developed its identity with a tropical background for the sun. The brand finally decided to create a 3D logo with what will become the pure identity of the brand: fruits.
The brand decided after the launch of its first juice with 25% orange, to position itself as a brand that combines spring water and fruit. It creates a new market within the soda by positioning itself between a fruit juice and a soda. The brand is even innovative because in 1975 it already responds to the problems of quantity of sugar and naturalness of products. A problem that competitors such as Coca-Cola would face dozens of years later, offering new zero and diet ranges. Oasis was therefore a pioneer in addressing mothers directly in 1975 through various commercials, insisting on the fruit content "more than 25% fruit" and asserting its positioning based on naturalness and the well-being of children. The brand is trying to convince the whole family with its product, which will lead it to expand its target and aim at a population older than its initial segment, the 15-25 years.
Oasis is developing a solid brand image that is in tune with technological developments and its consumers by creating new commercials, slogans and, above all, on all types of channels. We can find advertisements on TV and in newspapers, but also on the networks by creating a storytelling around innovative, creative and even sometimes playful fruits thanks to the development of new game applications animated by animals.
With strong brand content and a storytelling tailored to the brand, Oasis saw immediate repercussions on in-store sales, which was the main objective. This was largely achieved as Oasis became one of the pioneers of soft drinks on the French market, becoming the second most popular soft drink in France behind Coca-Cola.
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