Tweet Bizarre, strange and very weird... Drink brand Oasis has unleashed a giant water-hating rubber duck onto the streets of Japan in a bid to engage with its target audience of twentysomethings. RubberDuckZilla is the central character in the brand’s latest integrated ad campaign, which aims to promote people’s freedom to choose what they drink.
The campaign is the latest in the brand’s ‘For people who don’t like water’ series, which launched three years ago. It will include online, TV, press and outdoor advertising. Catherine Sleight, marketing director for Coca-Cola Great Britain, which owns the Oasis brand, said, “The multi-channel approach of the campaign, comprising digital, outdoor and targeted media partnerships, has been designed to drive standout for Oasis in this competitive segment.” Campaign creative is by Mother, with media planning/buying by Vizeum.