The animated ad illustrates the strapline “Come Alive with 5 Alive” by showing a dodo brought to life. The ad is soundtracked by the Don Fardon song I’m Alive.
All communications will direct consumers to http://www.dancing dodo.com a Facebook page that is the hub of the digital activity. Users will have the ability to view the new advert, buy the track (via iTunes) and read more about 5 Alive.
There will also be apps to engage users including ’Dodo your Photo’ and ’Do you Dodo?’ challenging fans to upload videos of their own either via http://www.dancingdodo.com or YouTube.
The campaign has been created by VCCP and the integrated marketing campaign includes outdoor advertising and digital activity.
5 Alive which launched in the UK in 1981, will also introduce a new apple flavour on 9 April.
Cathryn Sleight, marketing director for CCGB, says: “We know that consumers have a lot of latent love and awareness for 5 Alive and we wanted to create a campaign that was memorable, entertaining and would appeal to mums.
“In 2010 we will step change our investment and focus in the brand and have an ongoing commitment to building the brand through our communications, NPD and in-store activation.”