Ecological transition where is Oasis?
- Maguelonne Vaillant
- 29 nov. 2021
- 2 min de lecture
Dernière mise à jour : 30 nov. 2021
From an analysis on the Digiming platform of the Oasis brand wee could see a shadow on the horizon of the brand, and we will even talk about the Orangina Suntory group in general. Indeed, the brand has not said much about its ecological ambitions. And it is a point that is strongly raised by its consumers we notice it with a lot of hashtags around the subject when we want to analyze the brand and the group: #environment #waste #detritus #ecology. The brand has been able to quickly anticipate and adapt to new marketing strategies to convince and retain consumers, but it should also be concerned about environmental issues that are well established because Oasis faces consumers who are more than concerned about the future of our planet.
And for good reason, the brand has a certain delay in terms of communication around this issue since its competitor entering the French market, Capri-Sun, has been able to respond and be a precursor in a market where plastic is almost essential to production.
While the beverage sector has suffered more from the health crisis due to the closure of restaurants, bars and other distributors, Capri-Sun has passed the year 2020 serenely. The brand positioning itself as a juice and water-based beverage, an offer more than similar to that of Oasis, has announced to replace its initially plastic straws with paper ones. The brand also imposes itself as a leader in the environment against its competitor who holds the current monopoly of this kind of drink by announcing a transition to 100% recyclable packaging by 2025.
We can therefore understand the anger of Internet users in front of the lack of responsiveness of the brand Oasis and more widely of the giant Orangina Suntory.
A brand committed to CO2 consumption
Nevertheless, it is necessary to underline a particular advance in terms of CO2 consumption, as the group is emphasizing the reduction of the environmental impact of its activities by being the first company to join the FRET21 program. This investment entails a global reorganization of the group's supply chain.
This little communicated involvement leads the Oasis brand into a new dimension of its economy and therefore highlights a new brand image on a more human scale. The brand could therefore consider a new communication with commercials mixing ecology and environment with their mascots: the fruits to give more meaning to the name of the brand Oasis.
After this commitment to reduce CO2 consumption, we expect a new involvement around waste and not only plastic. Let's also note that Oasis is a brand that is particularly committed to its community and that dares to talk about thorny and current issues.
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