Coca-Cola Great Britain is launching a multi-million pound campaign for its 5 Alive juice drink.
5 Alive, which has been on sale in the UK since 1981, has not been backed by TV advertising for five years, Coca-Cola said today (1 April).
But a rising demand for still and juice drinks has prompted the company to invest in a TV and digital campaign for the brand, the firm said.
The revamp will coincide with 5 Alive’s 30th birthday next year, and will include the addition of an apple variant from 9 April.
The investment will include a prime time television advertisement, premiering on 3 April, focusing on a dancing Dodo brought back to life from extinction by 5 Alive.
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By GlobalDataThe activity also includes a digital campaign built around a new Facebook page – and high impact outdoor advertising.
Cathryn Sleight, marketing director at Coca-Cola GB, said: “Our drinks have really bucked the trend, continuing to thrive despite the difficult economic climate, and the growth of the juice drinks category has been a particular success.
“Our investment in this campaign reflects our confidence that this trend will continue. We know our consumers have a lot of affection for the 5 Alive brand and we hope this memorable and entertaining campaign will continue to drive the growth of this category.”
