![]() With Nestea returning to Nestle Waters’ distribution network, this opened up more space for other beverages to grow their footprint within Coca-Cola’s distribution network. This support materialized in both marketing and trade support. Gold Peak and Fuze became the main benefactors of the company’s increased support. This in turn allowed Coca-Cola to redeploy efforts to their own stable of healthy refreshments. Save for Canada and a few other geographies, Nestle Waters would retain distribution rights for Nestea. Even Samir Bhutada, Coke’s global director of tea and ready-to-drink coffee, mentioned that part of Fuze’s popularity was related to beverage trends around the ready-to-drink tea category because it delivers on great testing refreshment and natural goodness.Īnother important step in Fuze’s history came in 2012, when Coca-Cola and Nestle Waters amended their Beverage Partners Worldwide distribution arrangement. Not only were they earning sales across Subway locations, their availability increased consumer exposure to Fuze as a ready-to-drink tea and a viable alternative to Coca-Cola’s soda offerings. Securing distribution in Subway was a critical step toward Fuze’s current status. Since then, the hydration brand has emphasized tea more than juices. The importance of tea in the brand’s portfolio emerged in 2009 when Fuze tea was part of the fountain drink options in Subway’s sandwich franchise restaurants. At that time, Fuze existed as a primary competitor to SoBe’s line of fruit juices owned by Pepsi. In 2007, Coca-Cola bought Fuze and promptly brought the juice brand into their beverage roster. A key question to answer may be what happened in the past two years to help Fuze become one Coca-Cola’s roster of 20 billion dollar brands. Regardless of their geographical footprint (40 markets and growing) or product assortment (30+ Fuze skus between juice, tea, and liquid enhancer flavors), reaching one billion dollars this quickly is surprising. Fuze expanded into teas back in 2012 and surpassed one billion dollars in annual sales just two years later, which may make it one of the fastest brands under Coca-Cola’s stewardship to achieve this milestone. Per Coca-Cola’s n ews release a couple weeks back, the soda giant’s Fuze brand has joined the company’s billion dollar club this year (story here). Fuze surpassed a billion dollar in annual sales in 2014. ![]() On in at 2018 Coca-Cola European Partners (CCEP) is introducing a new range of flavoured waters, Oasis Aquashock and plans a brand refresh across its Oasis portfolio in May.Coca-Cola’s Fuze tea joins the company’s growing roster of billion dollar brands. These became available in mid-May with the flavours Mixed Berry, Mango and Raspberry Lemonade. In April 2014, it was announced on many news websites that Coca-Cola UK will be entering the "on the go" squash market with their new Oasis Mighty Drops. ![]() In 2012, Oasis launched its new slogan, "Be Fruit". Ī follow-up campaign depicted Rubberduckzilla, a giant rubber duck who invades a Japanese city, destroying anything with water in its sight.Ī new campaign in 2011 featured a bottle of Oasis and a Scotch egg. Following 32 complaints, the advert was banned by the Advertising Standards Authority, citing it could have been interpreted as promoting teenage pregnancy. These advertisements are loosely based on the film Badlands, using the same music. ![]() Oasis' advertising campaign "Run Cactus Kid Run" features a human-cactus hybrid known as Cactus Boy, as he goes on the run with his lover, a young girl from Kansas, Cactus Girl, who is pregnant with his strange cactus baby. The drink was promoted in a TV advertising campaign in Britain with the well-known entertainer and actor Mike Reid, who at the time was at the height of his fame as Frank Butcher in EastEnders. Advertising Īdvertising campaigns for Oasis target adults and promote the drink as an alternative to water. In May 2013, Oasis was imported to stores and supermarkets around the Ivory Coast, and by the end of 2013, Oasis was imported to stores and supermarkets around Madagascar. The drink is described as a "fruit juice drink - with sugar and sweeteners". It originated in France by Volvic in 1966 and initially distributed under the name 'Pulse', until flagging sales led to a rebrand and its current name 'Oasis' being introduced. In the UK it is manufactured by the Coca-Cola EuroPacific Partners in conjunction with Coca-Cola Company subsidiary Atlantic Industries and in the Republic of Ireland it is distributed by Coca-Cola HBC Ireland. Oasis is a non-carbonated bottled soft drink, a product of Orangina Schweppes.
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