July232008
For people who don't like water
It’s strange for me to see people not drink water. Water is so basic. But recently, just last week in fact, I was in the kitchen at work and a lady in her 40s said with regards to the recent addition of Oasis concentrate in our kitchens, “… it sure makes drinking water easier…” and walked out with a pint glass of Oasis cordial.
It’s even worse to see kids not drink water. Andrew’s sister’s kid doesn’t drink water. That’s because Andrew’s sister doesn’t drink water. They drink Oasis. It stresses me out because I don’t agree with it.
I think the marketing team who decided to position the drink as a water substitute, and the advertising agency who came up with the tag line and campaign are simply brilliant. They’ve obviously tapped into a very strong insight - there is a large who don’t drink water in the UK and they feel guilty so they drink Oasis.
Read about the Cactus Kid Oasis campaign here.