Oasis, what is the message?

Monday morning and I happen to be starting today’s post on negative, sorry! But after seeing the latest Oasis add I realised that even some of the more popular products and companies can indeed get their marketing wrong. Mistakes really don’t discriminate against anyone!

Oasis is a fruity soft drink product that was bought by the Coca-Cola Company in 1990. The company set out to design their ad campaigns to target adults, focusing on the idea that Oasis is an alternative to drinking water. But in reality has the brand got it’s message right?

One ad that created a lot of complaints was the Oasis Run Cactus Kid Run campaign. Many felt that the ad condoned teenage pregnancy and under-age sex with the viewing of the teenage girl pregnant with the cactus baby. Not only does the ad upset many viewers, the message the has been used to strengthen the brand (i.e. A drink for people who don’t like to drink water) is used in parculiar ways that lack strong creative thought. For example, within the Run Cactus Kid Run Ad there were many references to other films, which were poorly executed.

Another ad campaign that was equally odd, was the Oasis Ruberduckzilla TV Campaign, where the Rubberduckzilla doesn’t like water and terrorizes those who do. It is clear in this ad (as well as others) that the brand is trying to take an international platform and include many cultures and nationalities. But whilst trying to be so inclusive the company is actually making many viewers feel confused and excluded, due to ads not having a localised feel which is very important when tackling the international markets. Without tailoring the ad specifically to the country or culture the brand risks isolating and confusing many customers, which is something I feel the brand is sadly doing.

I have tasted the product range and the drinks are very refreshing, so it is such a shame the brand that has such a good product is not creating effective marketing. After undertaking market research for the opening of a new cafe, I discovered a trend that suggested that females are more likely to drink Oasis than males, as males are more inclined to drink energy drinks. With this in mind, it would be a good idea for the company to rethink it’s target markets so that they can begin to produce creative ads that are loved and appreciated.

The ad that made me want to write this post, the latest Oasis ad, was one that I viewed yesterday. Not only has the brand changed their message, they have also included music that I feel would appeal more to younger children. The strapline ‘Fruity Drinks & Luchtime Dreams’ is one that I don’t understand, which is concerning if I am part of their target market.

I am disappointed that a company such as Coca-Cola is producing marketing material of this poor quality, and am hopeful that the brand may change it’s marketing direction in the future.

Have a wonderful day,

Author: Chakraborty

Dr Chakrabarty is the Chief Innovation Officer of IntuiComp TeraScience. Earlier she was Assistant Professor of Delhi University, a QS ranked university in India. Before that she has held research positions in IIT Mumbai, IIT Chennai and IISc Bangalore. She holds 2 patents and over 20 research publications in her name which are highly cited. Her area of research is in smart technologies, integrated devices and communications. She also has a penchant for blogging and is an editor of Business Fundas.