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. 

The activity also includes a digital campaign built around a new Facebook page – and high impact outdoor advertising.

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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.”

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