5 Alive was an ailing brand seemingly destined to a slow
death by de-listing. Our brief was to bring 5 Alive back to
commercial health. A modest budget meant we needed to
exploit the brand’s greatest equity, the brand name itself, 5
Alive. We also had to develop an idea that could live beyond
the limited ATL burst we could afford.
Our idea started with the most famous extinct creature of
them all, the Mauritian Dodo. To symbolise the resurrection of 5 Alive, we would bring the dodo back to life with the help of a crate of 5 Alive. Our dodo sings and body pops along to Don Fardon’s cult funk anthem “I’m Alive”.
To magnify our limited media spend we released an Ashley
Beedle re-mix of Don Fardon’s “I’m Alive” complete with
music video and vinyl release. It created the talkabilty that
was essential for the campaign to succeed. The music video was viewed over a quarter of a million times in the first week and the single shot in to the top 20 of the dance charts. Most importantly, year on year sales of 5 Alive are up 24%.