Leo Burnett to use tropical theme to refresh Five Alive

Coca-Cola is planning a return to TV with its Five Alive brand after a two-year absence.

It is understood the campaign, which is set on a tropical island, will feature a fruit which has flourished undetected for years. The fruit is the basis of the Five Alive five-fruit flavour – orange, grapefruit, tangerine, lime and lemon.

The ad, which has yet to be shot, through Five Alive agency Leo Burnett, aims to communicate associations of delicious taste, appeal and anticipation for the drink.

The television campaign will be backed by PR activity, such as promotional T-shirts and competitions in women’s weekly magazines.

Although the campaign is still being planned, one idea being mooted revolves around a spoof news story, featuring an amateur gardener who, by cross-pollinating citrus fruits, produces his own product which he then attempts to license.

The brand is also being repackaged, with new graphics being introduced next month (MW February 19).

A Coca-Cola spokeswoman says: “There will be an advertising campaign later this year and we are considering ways of extending it. We will be spending more than last year.”


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