The brand is rolling out a heavyweight campaign, which introduces the strapline ‘Come alive with 5 Alive' as a replacement for ‘Feel alive'.
The multimillion-pound activity spans outdoor and TV, with the ads for each breaking on Wednesday and on Saturday respectively. The campaign has been created by VCCP, which picked up the business last year after a pitch. Media planning and buying is being handled by Vizeum.
The TV spot plays on the idea of bringing something back to life. It features a computer-generated dodo dancing to the Don Fardon track I'm Alive. The push will promote 5 Alive's full range, which includes Citrus, Berry and Tropical variants; an Apple flavour juice is to be introduced from 9 April.
The campaign will be backed by digital activity, which will centre on a Facebook page. It will enable users to view the ad, buy the soundtrack via the iTunes Store and offer access to apps which encourage users to upload their own content.
5 Alive is aiming to capitalise on declines in the markets for pure juice and smoothies. In 2009, PepsiCo's Tropicana recorded a 4% drop in sales to £269m, while Innocent posted a 19% year-on-year decline, to £94m, according to Nielsen.
Meanwhile juice drinks have prospered. Coca-Cola's Capri-Sun and Oasis grew their sales in 2009 by 5.7% and 5.6% year on year, to £81m and £80m.
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