Oasis: Between family image and comitted brand
Dernière mise à jour : 30 nov. 2021
Oasis has established itself as an innovative company in terms of communication strategy, particularly thanks to its unmissable advertising. The choice of storytelling around fruit is quite innovative in this market. We can therefore ask ourselves how an emotion can be conveyed through simple fruit and what values and energies Oasis wishes to represent through its slogans and advertising. The choice of the name of the brand is not insignificant either, the oasis designates a fertile region in the desert thanks to the presence of water, but it is especially the themes around water, the pleasure of calm and freshness emanate from the consumers when they think of the name of the brand.
More than consumers, a community
Thanks to a well asserted brand identity, the brand succeeds through each of its crazy fruits to pass on very strong values such as optimism, fun, good mood, pleasure, naturalness, and exoticism. The importance of these values can be seen in the slogans that have regularly changed to reflect the brand's new mindset. In 2003, the brand is again on the market with the slogan "Oasis is good", then it tends to French consonances with the slogan "Oasis: fruit, spring water, fun", finally a new strategic choice is established in 2012 with the launch of the personification of fruit in 2012 with the slogan: "Oasis be fruit" thanks to the new campaign the “Fruivolution”. It is by making these fruits evolve over the years that consumers like you and us have been able to become so attached to this brand and the story they manage to convey. The evolution of these fruits in front of the big and small screen also gives a feeling of being personally involved in the life of these characters and therefore in the evolution of the brand. Oasis is therefore positioned as a brand that gives a sense of community and consumer inclusion.
The brand being very attached to the speeches that it sends back through advertising and slogan, continues its strategy by making humor thanks to puns around the fruits. This positioning allows consumers who watch the ads to perceive the brand as family, friendly and especially the joy of living. This positioning also allows the brand to broaden its target, which was initially among young people from 15 to 25 years old, as big consumers of sodas to 25-40 years old.
Oasis affirms its choice through newsjacking to be identified as a family brand with humor and parody by confronting current events during their advertising. Combining this with its hyper reactivity, it remains constantly in touch with its community through all of its communications and via all of the channels chosen. This gives a feeling of proximity and privilege to consumers.
With a well-established positioning and an ability to convey a positive family and fun emotion through each ad and slogan, Oasis has the opportunity to place itself as an essential and innovative brand among consumers through the multiplication of the storytelling it disseminates.
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