Oasis Marketing Fund

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Oasis Marketing Fund — FY2027

Your Oasis.
Your Fund.
Your Growth.

water for living better

May 2026 to April 2027. FY26 showed us what works. FY27 backs it harder. Every rand in this plan has been tested against one question: does it grow the Oasis brand and make your store busier?

Coverage

Markets across southern Africa

Investment Areas

Strategic pillars — brand to stores

Plan Period

Months — May 2026 to April 2027

Five markets. One shared commitment.

🇿🇦 South Africa — Oasis 🇳🇦 Namibia — RO3 Water 🇧🇼 Botswana — Oasis 🇱🇸 Lesotho — Oasis 🇸🇿 eSwatini — Oasis

FY26 Annual Review — May 2025 to April 2026

What We Did in FY26.

FY26 was a strong year. The numbers below are real — not estimates, not projections. They reflect what the fund actually delivered, and they shaped every decision made for FY27.

FY26 — Skukuza Half Marathon

Wall-to-wall Oasis.
Thousands of runners. One brand.

Media Coverage

Women's Health · Men's Health

Facebook Views

18.4M

FY26 total video views

Instagram Views

3.7M

1.8M reach · 31.3K interactions

Google Conversions

109.7K

13.5% click-through rate

Google Impressions

1.03M

138K clicks · 1.03M impressions

Schools Programme

20,000

Colouring books printed. 19,600 distributed. 76 franchise stores participated. 98% distribution rate achieved nationwide.

Coastal Campaign

4,500

items

Stores

Products

♻️

Recycled

Branded items across 41 coastal stores. 1,500 shirts, 1,500 water bottles, 1,500 tote bags. Sustainability partnership with SANCCOB.

Event Sponsorships

3 Major

Knysna Forest Marathon, MUT by UTMB, Skukuza Half Marathon. Runner's World, Men's Health and Women's Health coverage secured.

What FY26 Taught Us

Digital works. Google and Meta drove over 109,000 conversions — FY27 keeps the full digital investment

Creator content outperforms traditional advertising. The roster has been cut down to the partners who actually deliver

The Schools Programme builds real goodwill. FY27 scales it to 60,000+ books across five markets

Events put the brand in front of the right people. Loskop has been added as a headline sponsor for FY27

Cooler Conversations ran its course. The budget has moved to always-on content that performs better

Stores that show up in campaigns see better results. The Revamp Programme expands to around 40 stores in FY27

The Bridge — FY26 Results Inform FY27 Decisions

FY26 Taught Us.
FY27 Acts On It.

FY27 is not a reset — it is a refinement. Every decision is traceable to a FY26 result. Where the data showed strength, we doubled down. Where it showed weakness, we made a change. The table below shows every connection.

FY26 Investment Categories — What Was Covered

📱

Digital Marketing

Google Ads, paid social, GMB

🎥

Social & Content

Creator partnerships, Cooler Conversations

🏃

Events & Sponsorships

Knysna, MUT, Skukuza

🎨

Production & Printing

Collateral, campaign materials

📻

Radio & Outdoor

Tactical above-the-line

🏪

Franchise Support

Local participation, revamp

📍

Store Locator & GMB

Findability & accessibility

⭐

Strategic Brand Projects

Innovation, POD, ATM, Refill Box

FY26 Learning → FY27 Action

What FY26 Taught Us	What We Did in FY27	Expected Outcome
Digital delivers the strongest measurable ROI — highest conversion efficiency of any channel	Full digital budget maintained at FY26 levels	Sustained conversion volumes and continued audience growth
Creator partnerships drive significantly stronger engagement than traditional ads	Content roster refined around proven, high-performing partners	Higher content quality, deeper audience connection, better recall
Cooler Conversations was strong content but expensive relative to its reach	Format discontinued — budget redirected to always-on content	More consistent year-round content volume at lower cost per view
Community campaigns build long-term loyalty — schools programme highly effective	Schools programme tripled — 66,000+ books across 5 markets	3× reach expansion, stronger SADC market engagement
Several event sponsorships delivered weak brand ROI for the cost	Events rationalised — Wally Hayward, False Bay, Gauteng Cycling and Cooler Conversations cut. Loskop added as headline sponsor	Deeper brand presence at fewer, better-fit events
Store presentation directly impacts customer perception and basket spend	Revamp programme continued and expanded — ~40 stores supported	Improved in-store NPS and repeat visit rates
Franchise participation strengthens campaign impact measurably	Quarterly franchise reporting committed + local activation support retained	Greater network alignment, higher local campaign adoption
Innovation (ATM, POD, Refill Box) generated strong interest but needs marketing support	Strategic Reserve includes funding for innovation activation	Broader consumer awareness of new refill formats

What We're Committing to in FY27

📊

Quarterly Reporting

Franchisees will receive quarterly updates on how the fund is being spent, what campaigns are active, and what results are being achieved. No more waiting for an annual report.

📏

Smarter Measurement

Moving beyond views and impressions. FY27 will track campaign-to-store attribution, cost per store visit, and basket size impact — connecting marketing spend to sales outcomes.

🤝

Greater Local Involvement

Franchisees who engage with national campaigns get better results. FY27 builds on the 76-store participation from the FY26 schools programme — more tools, more support, more visibility for stores that show up.

Growing Together

Every marketing contribution is an investment into building a stronger Oasis brand.

Supporting franchise growth, increasing customer engagement, and creating long-term value across the entire network. That is what this fund exists to do — and that is what FY2027 is built to deliver.

FY2027

Marketing Plan

Active

Brand Investment

Markets. One Brand.

Strategic Context — How Oasis Compares

Oasis in Context.
A Brand Punching Above Its Weight.

How does the Oasis marketing investment compare to other South African franchise brands? The answer is clear: for the size of the network, the depth of investment and the measurable results achieved, Oasis is outperforming its category.

SA Franchise Marketing Fund Benchmarks

Brand / Category	Typical Levy	Primary Focus	Oasis Advantage
Famous Brands (Wimpy, Steers, Debonairs)	4–6% of turnover	National TV, radio, mass promotions	Oasis achieves stronger digital ROI per rand at significantly below the industry average cost per conversion
Spar / Pick n Pay Franchise	1–3% of turnover	Local co-op marketing, regional support	Oasis runs a centralised, coordinated national brand strategy — more consistent brand experience across the network
Service / Specialty Retail Franchises	2–4% of turnover	Digital, community, local activations	Oasis combines digital efficiency with authentic community engagement — schools, events, sustainability — that most service franchises do not invest in
Oasis Water FY2027	Levy-based fund	Digital, content, events, community, stores	Balanced across all five pillars — no single channel dependency

About These Benchmarks

Levy %: Marketing fund levies in South Africa are typically calculated as a percentage of monthly turnover or net sales, paid by franchisees into a shared fund. Famous Brands (Wimpy, Steers, Debonairs) operate large national networks with mass-market TV and radio budgets — their higher levy reflects the cost of above-the-line advertising at scale. Spar and Pick n Pay franchise models are more locally driven, with lower central levies and more reliance on store-level co-op spend. Service and specialty retail franchises — the closest comparator to Oasis — typically invest 2–4% in digital, community and local activations.

Oasis Advantage: Oasis operates a levy-based fund pooled across the full network. Rather than competing on spend volume, the advantage is in how the fund is allocated — balanced across digital (always-on, measurable), content (creator-led, authentic), events (lifestyle-aligned, high brand fit), community (schools, sustainability) and store investment. No single channel dominates, which protects the brand against algorithm changes, platform shifts or event cancellations.

Industry benchmarks are based on publicly available franchise disclosure documents, industry reports and comparable network marketing structures as at 2025–2026. Specific levy rates for individual brands may vary by region, store format and franchise agreement.

Why Digital & Events Are Uniquely Powerful in Southern Africa

The Digital Landscape

South Africa has one of the highest social media penetration rates on the African continent — with over 26 million active social media users and a population that spends an average of 3.5 hours per day on digital platforms. Critically, mobile-first behaviour dominates: the majority of South Africans access the internet exclusively through their smartphones.

When someone searches "water refill near me" or scrolls past an Oasis post, that is a moment of real purchase intent. The FY26 numbers confirm it: over 109,000 conversions from Google alone, at a click-through rate well above the industry average.

Facebook and Instagram are where the Oasis customer spends their time. Meta's targeting lets the brand reach people by area, income level and lifestyle — meaning paid social reaches the right person at the right moment, not just a broad audience.

The Events Opportunity

South Africans love outdoor events. Trail running, triathlons, cultural festivals — participation sport is growing fast. Events like Comrades, Two Oceans and the Knysna Forest Marathon draw exactly the kind of health-conscious, quality-focused consumer the Oasis brand is built for.

Event sponsorships in this context do something advertising cannot: they create a physical, sensory brand experience. A customer who receives an Oasis water sachet at kilometre 30 of a trail run, or who fills up at an Oasis hydration station after crossing a finish line, builds an emotional association with the brand that no digital ad can replicate. That memory stays.

Events and digital amplify each other. Events create real moments — real people, real brand presence — that perform far better on social than anything produced in a studio. The Knysna and Skukuza content was some of the highest-performing of the year. Events create content. Content creates reach. Reach creates customers.

26M+

Active social media users in SA

3.5hrs

Average daily time on digital platforms

Mobile

First — the dominant access point for SA consumers

Sources: DataReportal Digital 2025 South Africa Report; Hootsuite Global Digital Overview 2025; Nielsen SA Consumer Insights 2024–2025. Stats reflect South African market; SADC regional figures vary by country.

Are We Investing in the Right Areas?

✓

Digital — Strong Yes

Oasis FY26 Google conversion efficiency was exceptional — well below the R15–40 industry average most retail brands pay. The FY26 numbers validate every rand spent here. Maintaining the full digital investment in FY27 is the right call. This is the single highest-ROI line in the budget.

✓

Content — Strong Yes

22M combined social views in FY26 for a mid-size franchise network is disproportionately strong. Creator-led content consistently outperforms traditional advertising in the health and lifestyle category. Consolidating around proven creators in FY27 is the right move.

✓

Events — Right Category, Right Audience

Triathlons, trail running, Knysna, Woordfees — these audiences are health-conscious, above-average income, and active refill users. The brand fit is authentic. The decision in FY27 to go fewer, bigger is strategically sound.

✓

Schools — Best Long-Term Investment

66,000 books reaching families across 5 markets at approximately R6 per household. There is no cheaper way to build brand familiarity with families at scale. Today's competition participant is tomorrow's loyal customer.

Are We Growing or Protecting Market Share?

Positive Signals

22M social views for a niche water brand is disproportionately strong — far outperforming brands of similar size and category

Google conversion efficiency indicates the brand is winning category searches — consumers looking for water solutions are consistently finding Oasis first

The store revamp programme is working — feedback from customers in revamped stores has been consistently positive

Schools programme building long-term brand pipeline across a generation of future consumers

Risks to Watch

Pick n Pay, Checkers and Woolworths own-brand purified water has expanded significantly — competing directly at shelf and on price

Home delivery water services are growing in Gauteng — bypassing the refill store model entirely for convenience-driven consumers

No above-the-line spend — radio and print at R0 leaves seasonal and regional opportunities untapped

SADC markets (RO3 Water, Botswana, Lesotho, eSwatini) share from the same fund without ring-fenced regional investment

The Verdict — Is It a Good Plan?

✓

Disciplined & Focused

Weaker events were cut. Content has been consolidated around creators who actually perform. Digital is maintained. Every line item earned its place.

→

Measurement Gap

The FY26 numbers are strong, but most are reach and view metrics. Connecting campaigns directly to store visits and basket size would make this budget far easier to defend and grow year on year.

↑

Room to Grow

The R1M reserve and a few underfunded areas — Padel, radio, SADC — represent genuine upside. The foundation is solid. The opportunity is to back what is already working with more conviction.

For a franchise network of this size, in a growing category, this is a well-considered plan. The FY26 results back the approach. The opportunity going forward is to measure more rigorously, consolidate further, and invest with greater conviction where the numbers already say it is working.

FY2027 Marketing Plan — May 2026 to April 2027

The FY2027 Plan.

FY26 showed what works. FY27 backs it harder. Every line item in this budget was weighed against one question: does this grow the brand and deliver value to franchisees? If the answer was no, it came out.

48%

Brand & Capability

48% of fund

Always-on digital presence, media reach and in-house creative studio

18%

Community Engagement

18% of fund

Events, schools programmes and sponsorships

12%

Content Production

12% of fund

Creators, campaigns and brand storytelling

Store & Product Investment

4% of fund

Revamp programme and digital sales channel

Fund Administration

8% of fund

Provision for bad debt

10%

Strategic Reserve

10% of fund

Reserve for opportunities that come up during the year

FY2027

Total Fund

Brand & Capability

48%

Community Engagement

18%

Content Production

12%

Store & Product

Fund Administration

Strategic Reserve

10%

FY2027 — Brand & Capability

The People Behind Your Brand

The biggest single investment in the FY2027 fund is the people who make everything happen — the in-house team and specialist network behind every campaign, every event and every piece of content. Over 20 people working on the Oasis brand full time.

Financial Management

Protecting Every Rand

Every rand contributed is accounted for, allocated and reported on. This team makes sure the fund runs cleanly — so franchisees can trust that their money is going where it should.

Creative & Studio

Bringing the Brand to Life

The team behind every campaign, social post, in-store graphic and brand asset. Having this in-house means faster work, tighter brand consistency and creative that is built specifically for Oasis — not recycled from a generic agency template.

Total People Investment

When you invest in the Marketing Fund, you are investing in the people who show up every day for the Oasis brand. That is what keeps things moving.

32% of Fund

32% of total fund

FY2027 — Digital & Media

Always On.

By the time a customer walks into a store, they have already searched, scrolled and decided. The digital investment makes sure that when that moment happens, Oasis is the brand they find.

1.03M

Google impressions FY26

22.1M

Combined social views FY26

13.5%

Google click-through rate FY26

Paid Social

Facebook & Instagram

Always-on brand presence across Meta's platforms — showcasing products, supporting campaigns, building community and keeping Oasis top-of-mind all year round.

Google Ads

Reaching consumers at the exact moment they are searching for water solutions, refill services and purified water. High-intent buyers — and Oasis is the first brand they find.

Digital Agency — Under Review

Strategy & Performance

Specialist agency support for campaign management, audience optimisation and performance reporting. The current agency relationship is under review — the best-performing partner earns the brief.

On Standby

Radio & Print

Not part of the active plan, but not off the table. The Strategic Reserve provides the ability to activate quickly when a compelling opportunity presents itself in the right market or season.

FY26 Google Ads Performance — May 2025 to April 2026

Total Ad Spend

R739K

↑ R266,071 vs prior year

Conversions

109.7K

↑ 52,489 vs prior year

Cost per Conversion

R6.70

↓ R1.53 — getting more efficient

Impressions

1.03M

↑ 495,940

Clicks

138K

↑ 64,086

Click-through Rate

13.5%

Well above industry average

Avg Cost per Click

R5.34

↓ R1.03

Impression Share

40.55%

↑ 18.90%

Lost — Budget Cap

20.99%

↓ 5.27% — improving

Lost — Ad Rank

38.47%

↓ 13.63% — rank improving

Total Digital & Media Investment

Consumers cannot choose a brand they never see. Digital visibility is not an advertising channel — it is brand infrastructure.

12% of Fund

Digital & Media

FY2027 — Content Production

Content That Works

People do not connect with ads. They connect with people and stories. FY2027 backs a tighter group of creators — selected based on what actually performed in FY26 — who know how to tell the Oasis story in a way that feels real.

Flagship Production

Campaigns & Brand Films

The production partners who create Oasis's flagship campaigns, brand films and on-screen talent. This is the content that sets the tone for everything else.

Events & Social

Always-On Content

Events generate great content. This investment captures those moments and keeps the Oasis social presence active between campaigns — not just around them.

Lifestyle & Outdoor

Specialist Creators

Outdoor and lifestyle creators who reach health-conscious, active consumers — the people who already align with what Oasis stands for.

SADC Markets

Regional Content

Content produced specifically for Namibia, Botswana, Lesotho and eSwatini — keeping RO3 Water and Oasis visible and relevant in each market.

Total Content Investment

Advertising brings people in. Content keeps them. Every story told adds to the relationship between Oasis and its customers.

12% of Fund

Digital & Media

FY2027 — Events & Sponsorships

Events That Matter

FY26 proved that being at the right events delivers real brand value — media coverage, consumer exposure, and the kind of credibility you cannot buy with a banner ad. FY27 cuts the weaker activations and adds Loskop as a headline sponsorship. Fewer events. More impact at each one.

The strongest FY26 events are back. One major new headline sponsorship has been added. Everything else has been cut.

Nov–Dec 2026

Festive Season Coastal Campaign

The biggest brand moment of the year. Peak summer, peak trading. Branded merchandise goes directly into customers' hands at coastal stores during the highest-traffic weeks of the year.

May 2026 · Feb 2027 · Mar 2027

Triathlon Series — Three Events

Three events, three cities, one consistent brand presence. On-the-ground activation, product sampling and digital coverage at Hermanus, Langebaan and Cape Town.

April 2027

Loskop Marathon

Main Sponsor at one of South Africa's most respected road races. Naming rights, brand placement and direct product exposure across the event.

October 2026

STB: Woordfees

A cultural event with a loyal, quality-conscious audience. Oasis belongs here.

July 2026

Knysna Forest Marathon

Full brand presence — product, team on the ground and athlete recovery support in one of South Africa's most iconic race settings.

Total Events Investment

People remember what they experience. Events create that connection in a way no ad ever can.

12% of Fund

Digital & Media

FY2027 — Community & Schools

Starting Early.

Some marketing delivers results this month. Some builds customers for the next ten years. The Schools Programme does both.

FY26: 20,000 books, 76 stores. FY27: 66,000+ books across five markets.

20,000 books. 76 stores. Nationwide.

FY26 Colouring Competition — and FY27 triples it.

The Programme

National Colouring Competition

Each year, Grade 3 and 4 learners across South Africa and the SADC region get an Oasis colouring book. It is a simple idea. But it puts the brand in front of tens of thousands of children — and their parents — in a way that feels genuine, not like advertising.

Why It Works

Community at Scale

Children drive household decisions more than most brands realise. Parents notice when a company invests in their kids' schools. And schools remember which organisations show up year after year. The goodwill this programme generates is real and lasting.

60,000+

Books — South Africa

6,000+

Books — SADC Region

Markets Reached

Total Schools Investment

The child filling in that colouring book today is the Oasis customer of tomorrow. Across five markets, this is one of the most cost-effective things the fund does.

4% of Fund

4% of total fund

FY2027 — Store & Product

Your Store. Your Brand.

A national campaign can build awareness. But the brand lives or dies in the store. This investment goes directly into the franchisee's business and the experience a customer has the moment they walk through the door.

Revamped Interior

New store look & feel

Brand Window

water for living better

Oasis store with branded counter and mat

Branded Experience

Counter, mat, signage — consistent

Product & Brand Display

Full range — branded and consistent

Store Improvement

Shop Revamp Programme

Customers notice when a store looks good. Fresh signage, a clean fit-out and consistent branding all affect how the brand is perceived — and whether people come back. A cashback incentive supports around 40 qualifying stores a year to make that investment.

Digital Sales

Custom Labels Platform

Keeping the Custom Labels online channel active and growing. More customers are buying online — this investment makes sure Oasis is there when they do.

Total Store Investment

A stronger store is a stronger brand. It works both ways.

4% of Fund

4% of total fund

FY26 Innovation — Introduced & Expanding into FY27

Reimagining How
South Africa Refills

Three products launched during FY26 are changing how South Africans refill. FY27 is when these move from pilot to programme — with real marketing support and budget behind each one.

Water ATM

24 / 7

Automated refill — no trading hours

Water POD

Stand-
alone

Installs in any parking lot or shopping centre

Refill Box

Bundle

Higher basket value — easier carry

💧

Innovation 01

Water ATM

Live Installation — Store Entrance

Water ATM operating 24/7

Visible, accessible and always on — right at the store entrance

What It Does

Installed directly at an Oasis store, the Water ATM connects to in-store water tanks and allows customers to refill 24 hours a day, 7 days a week through a fully automated, self-service process. Select your volume, pay by card, place your bottle — and the machine does the rest. Currently live at Oasis Kempton Park | Glen Marais.

Why It Matters

Extends the store's revenue-generating hours beyond traditional trading

Removes the biggest barrier to refill — store availability

Supports refill culture and reduces single-use plastic dependency

Creates a scalable model for future network-wide rollout

🏪

Innovation 02

Water POD

What It Does

A standalone Oasis-branded unit that can be installed in a shopping centre parking lot or any high-traffic location — without the cost and complexity of building a full store. It brings the full refill experience to locations that were never viable before.

The Bigger Picture

Unlocks locations previously not viable for a full store — parking lots, shopping centres, high-traffic nodes

Creates stronger brand visibility — a physical Oasis presence in new communities

Scalable model — lower capital requirement than a full store buildout

Supports sustainability positioning — promotes reusable containers and reduces plastic waste

📦

Innovation 03

Refill Box

What It Does

A structured, branded carry solution designed to make transporting multiple refill bottles easy and convenient for customers. The Refill Box holds 4 × 5L bottles or a combination of 5L and 1.5L — sold as a standalone carrier or bundled with product at point of purchase.

Why It Wins In-Store

Encourages higher basket value — bundled purchase vs single bottle

Reduces friction — customers buy more when carrying is easier

Creates a structured merchandising opportunity at point of purchase

Reinforces repeat refill behaviour — customers return with the box

🚀

A Competitive Advantage No Water Brand Currently Matches

The Water ATM, Water POD and Refill Box are connected. Together they create a complete refill offering — in-store, after hours and on the go. No competitor has this combination. FY27 puts marketing behind all three.

FY2027 — Fund Administration

The Strategic Reserve

The best marketing plans leave room to move. A 10% strategic reserve ensures Oasis can respond to opportunities that arise during the year — without disrupting a single committed programme.

What It Is

Deliberate Flexibility

This is not money left over. It is a deliberate decision to hold back 10% so that when the right opportunity comes up during the year, the fund can act on it — without touching any of the committed programmes.

How It's Used

Opportunity, Not Habit

Not every opportunity is worth taking. Any proposal using the reserve must demonstrate clear brand value and a realistic plan. Having the money does not mean spending it — it means being ready when something genuinely worth doing comes along.

Strategic Reserve

Ready when it is needed. The reserve exists for new partnerships, emerging opportunities, or moments the market throws up that are too good to miss.

Strategic Reserve

10% of total fund · Ready to deploy

FY2027 — Budget Summary

The Full Picture

Every programme tested. Every rand justified on strategic merit and traceable to FY26 results.

Investment Area	Where the Money Goes	Total (R)	% of Fund
Brand & Capability	In-house team, always-on digital presence, media reach and creative studio	R 5,026,334	48%
Community Engagement	Events, schools programme and sponsorships	R 1,894,421	18%
Content Production	Creators, campaigns and brand storytelling	R 1,276,000	12%
Store & Product Investment	Shop revamp programme and digital sales channel	R 450,000	4%
Fund Administration	Provision for bad debt	R 832,495	8%
Total Active Brand Investment		R 9,359,481	90%
Strategic Reserve	Agile funding — ready to deploy for the right opportunities	R 1,046,703	10%
TOTAL FUND		R 10,406,184	100%

FY26 → FY27 — The Decisions

↓

The total fund is R 328,779 lower than FY2026. This reflects updated levy calculations based on actual sales — not a reduction in ambition or commitment.

✓

Events have been rationalised. Weaker activations were removed so the brand shows up properly at the events that count.

✓

Cooler Conversations has been discontinued. The budget has moved to content formats that perform better.

↻

The digital agency is under review. The partner that delivers the best results gets the work.

◆

A strategic reserve of R 1,046,703 is held back — ready for the right opportunity when it comes.

Growing Together

Thank you.

Every contribution to the Marketing Fund is a shared investment in the Oasis brand — in the stores, the campaigns, the events and the people that keep this network growing. FY2027 is built on what worked in FY26, and it goes further. Thank you for your continued support and belief in what we are building together.

428

Outlets — Retail, Factory & Express

Markets

R10.4M

FY27 Fund