Animated fruit new winning combo for advertising
- Maguelonne Vaillant
- 29 nov. 2021
- 2 min de lecture
Dernière mise à jour : 30 nov. 2021
In 2006, after several acquisitions and disposals of the current Suntory group, the Oasis brand decided to produce drinks based exclusively on tropical juices. This new positioning will be the new start of the brand image which will develop around fruits. Oasis is going to impose itself with a new visual identity, far from the sunshine characterizing it at the beginning, but with a bunch of crazy fruits.
After 15 years of relative effectiveness, Oasis decided to come back more powerful on the market by investing in digital. To do so, the brand chose a collaborative and community strategy by proposing contests on different social networks leading to the first place of French brand communities on Facebook, in fact the page has 3 million profiles listed.
In parallel to this strategy, Oasis will bet on the appearance of mascots around the brand with slogans and authentic advertising spots around these new characters as much present on the small screen as on the big screen. The brand announced a budget close to 9.5 million euros gross for the first half of 2015 and it is understandable why when faced with the scale and ingenuity of the proposed ads.
The brand has chosen a different positioning from its competitors in the soda market like Coca Cola. They chose to put aside the current stars in vogue and favored a long-term storytelling thanks to the development of their character. Each fruit has a character and a well-defined identity. The power of these advertisements develops over the years, and they even take on a social dimension by responding to current events like Covid19. Oasis' brand content is therefore a mirror of today's society, between diversity and controversy. Oasis even decided to adapt Nabilla's cult phrase to its ads, and to parody video games such as GTA V or movies such as "La Vérité si je Mens".
The brand will even develop a mini-series on Youtube in partnership with Marvel, which will give more credibility to their advertising and will also influence the penetration rate generated by this new project. The bet of the fruit as mascots and representatives of the brand continues and becomes more concrete while including the consumer in everyday life, so much so that in 2010 the brand decides to launch the election of the "fruit of the year" on social networks but also via an advertisement revealing the winner: Ramon Tafraise.
Oasis continues to expand its brand image around fruit with an application. The brand is present on all the new generation channels, TV and cinema advertising, social networks, and game applications. The "Be Fruit" application allows users to take personal photos with the Oasis graphic in the background while focusing on key Oasis characters, the fruits such as Orange Preslé, Alan Anas or Ramon Tafraise.
Oasis has established itself as a company with a desire to have an innovative brand image that knows how to differentiate itself. They have been able to surf with their fruits on the wave of new channels such as social networks and applications. Allowing them a real reputation in brand power and communication.
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