Five Alive - Feeling alive

This is a story about five years of incredibly successful advertising for Five Alive. It's a story about relevant differentiation in a traditional packaged goods category.
Agency: Leo Burnett

Five Alive – Feeling alive

Winner: Sustained Success - Silver

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): January 2001-December 2005

Start of Advertising/Communication Effort: February 2001

Base Period for Comparison: January-December 2000

This is a story about five years of incredibly successful advertising for Five Alive, and follows on from earlier success in 2001 and 2002 (Five Alive won a Silver Cassie for Packaged Goods Beverages in 2002).

It's a story about relevant differentiation in a traditional packaged goods category. It's a story about taking risks in targeting. It's a story that uses the number five a lot....

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