A refreshing point of view
It’s Summer. The sun is shining (sometimes), the breeze is blowing in your hair and the inevitable flurry of soft drinks campaigns is well and truly underway but one soft drink has been making heads turn in more ways than one.
The hyper honest Oasis, pokes fun at itself in an attempt to make consumers laugh and crave the cool refreshing drink. “It’s Summer. You’re thirsty. We’ve got sales targets” is the line splashed across the side of buses, posters and billboards everywhere and in what appears to be a burst of good luck for Oasis, the campaign even launched on the hottest day of the year!
What makes this campaign great, is the upfront nature of it. Consumers are targeted everyday by the same old same old advertising that they have managed to ignore but the bright graphics which are reminiscent of an Andy Warhol print (think Campbell’s Soup) and it’s genuine and somewhat boastful text entertains the viewer.
Oasis is attempting to target teens with this ingenious bit of advertising and it is successful in doing so. Millennials will identify with the honest marketing and the relatable human element of this post. It might be aimed at Millennials but this particular activity uses humour that would make even the most cynical of people chuckle.
The humanised effect of this campaign has ricocheted through Social Media too. One Twitter user, @scottpoole21, tweeted his desire to be sponsored by Oasis so that he could enjoy their Citrus Punch Juice all day. Oasis picked up on this and offered the lucky man two months’ supply of the nectar on one condition, he wear a custom designed t-shirt for a month and that he submit daily proof. Sounds like a sweet deal to me.
The sweet deal has been perceived by other Twitter users as well. @scottpoole21 has now been branded a “legend” for becoming a walking advertisement, something that Oasis will utilise as a nifty bit of PR. Oasis have already demonstrated good social media management skills through their engagement with @scottpoole21, something that has generated chat amongst other Twitter users who have all requested the same T-Shirt.
Is this good PR? Yes. Oasis have managed to take a spontaneous event and capitalise on it for very little investment however only time will tell whether @scottpoole21 will wear his one-of-a-kind t-shirt every day for a month or whether the calls of the washing machine will be louder than the call of his favourite drink.
Anyway, be right back, just off to get an Oasis.