Client: 5 Alive
CCGB has brought 5 Alive, the fruit packed, juice drink back to life with an exciting new look and integrated marketing campaign featuring a new TVC, outdoor advertising and digital plan.
5 Alive which launched in the UK in 1981, will also introduce a new apple flavour, available in store from April 9, 2010.
The creative brand campaign literally brings to life the strapline ‘Come Alive with 5 Alive’ as viewers see a Dodo brought back to life from extinction by 5 Alive.
Set to the famous Don Fardon track ‘I’m Alive’, the TVC brings the brand to British families in a fun, entertaining and spirited way.
The new campaign created by VCCP, opens on a beautiful landscape of a Mauritian beach where washed up cartons of 5 Alive are scattered.
The camera zooms in on a carton of 5 Alive Citrus, with its contents spilled out forming a pool in the sand. Suddenly we see something moving beneath the sand, then a head pops through the surface.
It’s a Dodo! He shakes droplets of 5 Alive from his head and appears overjoyed that he’s back from extinction. In celebration of his new found freedom he starts to sing and dance. His bum shakes, his little wings flap and his head bangs to the beat of the music.
Supporting the campaign, all communications will direct consumers to dancing dodo.com a Facebook page that is the hub of the digital activity. Users will have the ability to view the new advert, buy the track (via iTunes) and read more about 5 Alive.
There will also be apps to engage users including ‘Dodo your Photo’ and ‘Do you Dodo?’ challenging fans to upload videos of their own either via dancingdodo.com or YouTube.
The campaign is further supported by high impact 6 and 96 sheet outdoor advertising.
“We know that consumers have a lot of latent love and awareness for 5 Alive and we wanted to create a campaign that was memorable, entertaining and would appeal to mums,” said Marketing Director for CCGB, Cathryn Sleight.
“In 2010 we will step change our investment and focus in the brand and have an ongoing commitment to building the brand through our communications, NPD and in-store activation. We are really pleased to be supporting this great juice drink from our portfolio.”