CCE is looking to support the brand, which has not had any significant marketing behind it in recent years.
Previous slogans have included ‘Feel Alive' and have carried the tagline ‘5 Alive is a juicy blend with five fruits that's fun for all the family'.
Nitro is understood to be the last agency to have worked on the account. In 2005, it acquired the agency Soul that had created a £3.5m TV advertising campaign in 2003. There is, however, no incumbent on the account.
A spokesperson for Coca-Cola GB said that 5 Alive was a brand with a strong heritage, but that it had no new plans to share at the moment.
Pitches for the fruit juice-based drink account are understood to have kicked off last week between agencies.
The range of three, Citrus Blast, Berry Blast and Tropical Hit, is fortified with vitamins and minerals and contains no artificial flavours, colours or preservatives.
The attempt to increase marketing investment behind the brand comes as no surprise. With sales of smoothies down significantly during 2008, cash-strapped consumers have turned to cheaper juice alternatives. The juice category in the UK during 2008 was worth £480m, according to the Britvic Soft Drinks Report 2009.
During 2008, sales of CCE's children's brand Capri-Sun rose 11% to £72m, according to the report. In July this year, CCE looked to assist the drive with an ad campaign and a redesigned pack.
The 5 Alive brand will be hoping for a similar success.
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