Updating the ecosystem of a brand that's a staple of family life Oasis is a flagship product of the Lassonde brand. For decades, it has been a part of thousands of people's daily lives. The time had come to refresh the Oasis brand's ecosystem by refocusing on the emotional connection it has developed with Canadians over the years. The portfolio was streamlined from 10 sub-brands to 4 main brands. One of the challenges was to create a new brand universe in which the sub-brands could keep their respective identities while sharing a common foundation. The "Find your Oasis" communication campaign was also launched to support this new brand strategy and updated, simplified packaging. The campaign, showcasing the different juice products in everyday moments, was deployed across video, TV, high-impact formats, digital displays and POS.