Fruit juice maker A. Lassonde Inc. is expanding its Oasis brand presence into Western Canada with billboards in British Columbia and Alberta. The campaign was created by DraftFCB Montreal.
It’s part of a national magazine campaign in Chatelaine, Canadian House & Home, Today’s Parent and LCBO’s Food and Drink, said Nathalie Nasserie, marketing director at A. Lassonde in Rougemont, Que.
“Historically [Oasis is] better known in Eastern Canada as we’ve only been in Western Canada for the last two years,” she said.
The billboard campaign promotes three Oasis sub-brands, the flagship orange juice, Fruit Zoo for kids, and Health Break blended juices.
The creative uses colourful Oasis juice boxes and pieces of fruit with the message: “Be Pure. Pure health, pure taste. No compromise” and “Proudly Canadian!” underneath to separate Oasis from multinational brands such as Minute Maid and Tropicana.
DraftFCB will also be working on other various promotions and advertising campaigns for a number of products within the A. Lassonde family of juices, said Jean-Franç;ois Giguère, the agency’s vice-president of planning and development. Oasis is one of about a dozen A. Lassonde juice brands, like Allen’s, Everfresh and Tropical Grove. In October, the company acquired the ready-to-drink juice division of McCain along with its Calgary juice plant.
TouchéPHD handled the media buy.
