The drinks giant is now expected to brief VCCP to create a campaign across TV and online that builds on the brand’s heritage.
5 Alive does not have an incumbent advertising agency.
Nitro used to handle the business, but has not worked on the account since 2005.
Past ad campaigns for the brand have used the taglines 5 Alive is a juicy blend with five fruits that’s fun for all the family and Feel Alive.
The drink, which comes in Citrus Blast, Berry Blast and Tropical Hit flavours, has not received marketing backing for several years.
But Coca-Cola has decided to reinvigorate the brand on the back of a growing juice market.
VCCP denied that it had picked up the business. Coca-Cola also denied that VCCP had won the account.
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