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....