TBWA/London is to spearhead Coca-Cola GB's relaunch of its Oasis fruit drink in 2001, as the soft drink company embarks on a marketing blitz with a raft of new products.
The brand's incumbent agency is working on a new ad campaign to break in May, which will give the drink a more adult identity. The product, which has an adspend of pounds 3m, is also being repackaged in a slimmer bottle to appeal to a wider audience beyond its teen consumer base.
The changes form part of Coke's marketing push for next year, which will include the launch of three new drinks and a 20% hike in its adspend.
Fanta Icy Lemon is the first to be rolled out, in March, taking Coke's core Fanta brand up a notch in its battle with Britvic brand Tango (Marketing, December 7).
This is to be followed in April by a new still fruit drink, Alive, which is being aimed at the teen market to challenge Britvic's Juice Up product.
Powerade, a sports drink already available in some markets, will be introduced before the summer.
Coke refused to comment on which agencies would handle Alive and Powerade.