(What’s the Story) Morning Beverage?

lg2 helps A. Lassonde to a partial update of its portfolio

July 30, 2021

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We’ve all seen a cartoon of parched individual struggling through the desert only to suddenly be presented with the sweet relief of a glimmering pool and lush, fruit-filled vegetation. Just as suddenly as it appears, the bower of bliss disappears, the welcoming oasis was merely an inferior mirage.

The Oasis brand, however, is the real, refreshing deal. Having been found on store shelves for several decades now, it is the flagship brand of A. Lassonde and is beloved by customers across Canada. When A. Lassonde decided to refresh its refreshment line, it turned to fellow Montrealers lg2

oasis, lg2, juice, branding

“With this brand refresh, our main goal was to celebrate life’s small pleasures. “Find your Oasis” activates the strong emotional chord that has tied Quebec and Canadian consumers to the brand for several decades. We are very proud to partner with lg2, one of Canada’s great companies. The agency was a seamless extension of our own internal team and worked fluidly with us to give our Oasis products new energy,” explained Marlène Hins, Vice-President of Marketing and Innovation, A. Lassonde.

oasis, lg2, juice, branding

“Oasis is a rich Canadian brand. We had to respect its assets and highlight its pertinence in the current market. Updating the Oasis brand’s ecosystem meant unifying the entire portfolio by drawing on the brand’s heritage while giving a distinct personality to the individual lines, which each have a specific target consumer. Our creative and strategic approach allows A. Lassonde to stand apart from the competition through the emotional connection we feel when celebrating life’s daily pleasures with Oasis,” concluded Marc-André Fafard, Vice-President, Design, lg2.

The modern and simple branding designed to appeal to all ages, an be seen in Canadian markets, both in English and French, in OOH, POS and in ads running this summer and fall.

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