Five Alive

Revitalising and repositioning campaign (2001-2) for Five Alive, a fruit juice blend launched in Canada in the early 1980s.

WINNER: PACKAGED GOODS BEVERAGE SILVER

Five Alive

Executive Summary

The Minute Maid Company launched Five Alive in Canada in the early 1980s. It's a blend of five real fruit juices (orange, lemon, grapefruit, tangerine, lime) with a unique and refreshing taste. Due to Five Alive's longevity, it had high brand awareness (83%). However, as the Juice and Juice Drinks category became more activewith new competitors and increased spending Five Alive began to suffer from a lack of brand identity and focus.[1]

The company believed in Five Alive and wasn't going to let it fall by the wayside. However, it...

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