5 Alive bursts back to life with a new look and integrated marketing campaign featuring a dancing Dodo.
CCGB has brought 5 Alive, the much loved fun, fruit packed, juice drink back to life with an exciting new look and integrated marketing campaign.
5 Alive which launched in the UK in 1981, will also introduce a new apple flavour, available in store from 9th April.
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 song "I’m Alive", the TVC brings the brand to British families in a fun, entertaining and spirited way.
Premiering in April, 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 http://www.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 http://www.dancingdodo.com or YouTube.
Cathryn Sleight, Marketing Director for CCGB comments, “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. 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.”
Spot Credits:
Advertiser: Coca Cola
Brand: 5 Alive
Creative Type:Television
Agency:VCCP
Campaign title:'5 Alive Dodo'
Agency producer: Bradley Woodus
Creative director: Steve Vranakis
Copywriter: Nik Stewart
Art director: Jonny Parker
Planner: Richard Reynolds
Media agency: Vizeum
Media planner: Alicia Hutchinson
Production company: Passion Pictures
Director: Darren Walsh
Producer: Russell McLean
Post-production: Passion Pictures
Telecine: Rushes
Sound design: Wave Studios