The success story of the soft drink brand Oasis

At the beginning of the advertisement era, the advertisers used functional arguments to sell products. In the food sector for example, the advertisers communicated on original flavors or used attractive food photographs to create the desire among the customers. However, as the competition became more and more fierce, the functional arguments were not enough to make customers prefer its brand rather than another one.

A success story

Oasis, a French soft drink brand, found the perfect communication strategy to arouse interest among customers and increase its customers’ loyalty. Indeed, the brand’s advertisement agency Marcel had the brilliant idea to create funny and endearing fruit characters. Based on Oasis drinks flavors, the agency had created from scratch fruit characters which have each one its own personality. Based on puns, the fruit characters had been designed according society stereotypes.

For example, Ramon Tafraise is the typical womanizer, who can be very arrogant sometimes. His character refers to the French expression “Ramener sa fraise” (to be arrogant).

Mangue De Bol is a clumsy mango that do a lot of silly things. His name and character refer to the French expression “Manquer de bol”(to have a lack of luck).

Frambourgeoise is a typical bourgeois women. She is mannered and she has her own ideas and opinions.

 

By introducing this funny and interesting fruit team through stories and imageries, the brand offers numerous and diversified “fruit” content to French people. In fact, Oasis use brand content strategy to communicate on its brand.

Multi-channel strategy

The strength of Oasis communication is also that the brand uses the current events to create stories starring the fruit team. By using a funny and off-beat tone, the brand has always content to show to its fans.

This is an example of a Facebook post regarding the current Cannes festival. We can see the main characters of a new web serie called “L’effet Papayon” walking down the red carpet as real stars.

 To arouse interest and maintain brand awareness, the brand creates year-round numerous and diversified content on multiple channels: On TV, radio and outdoor display, Oasis creates commercial ads. The brand is also very active on the web thanks to a complete digital ecosystem; they are present in all the social media that are popular in France (Facebook, Twitter, Instagram) and on each social media, they have a specific communication strategy.

Thanks to a strong editorial line and a multi-channel strategy, Oasis has become a very popular brand in only few years. This brand is also a reference in advertisement world.

Some figures about Oasis

Facebook: 3,3 billion fans
Twitter:  5 735 tweets, 1 056 posted photographs and videos, 137 000 followers
Youtube : 8 created playlists, 77 860 followers

“L’effet Papayon”, a new web serie

To go further in the brand content, the brand decided this year to create a web serie for the fruit team stories. Indeed, as commercial ads and communication imageries only deliver short messages, the brand decided to create a web serie because the format is longer. The objective is to increase the fans engagement.