Soul creates its debut print ads for Five Alive

Soul plays on the perceived vitality of Five Alive in its first work for the brand since Coca-Cola, the parent company, pledged to relaunch it into the drinks sector.

The press and poster campaign breaks in the next few weeks, and aims to show how the blend of fruit juices acts as a boost to drinkers' vitality.

The ads will be used on cross-track posters, six-sheet poster sites and in family oriented magazines.

Soul is also developing a TV campaign which will follow the initial print work. Media planning and buying is being handled through BBJ, and the combined spend across all media will be £5 million.

The push comes four years after the last advertising for the brand as Coke reasserts its dominance in the still drinks sector. Five Alive has also been reformulated into three varieties, each fortified with vitamins and minerals, and builds on its current target audience of mothers and families.

Since its launch, Five Alive has traditionally been a children's lunchbox staple. It is thought that Coca-Cola is keen to push the brand further in the juice sector, which is estimated to reach £1.4 billion in 2004.

Penetration of juice-based drinks in households with children is 80 per cent in the UK.

The three print executions, one each for the new Citrus Burst, Berry Blast and Tropical Hit varieties, use the strapline "Come alive with the blend of five" and feature the phrases "Be happier than Larry", "Cloud ten", and "Zippedy doo dah".

Soul partner Duncan Bird said: "We're delighted to be working with Coca-Cola on such an important relaunch. Because Five Alive is full of vitality, this is reflected in the vibrancy and attitude of the new look. It's been proved over the years that simplicity is the key to the most effective use of posters, which is why we have used simple colours and short lines."

The campaign was written by Olly Farrington, Neil Richardson, Julie Officer and Michelle Taylor, and art directed by Andy Bird.

Soul creative partner, Bruce Crouch, said: "Five Alive has a spirit of optimism about it which we've tried to reflect in the headlines and graphics and will continue into the TV campaign."

Kevin Brown, a partner at Soul, added: "Our media vision was to fuel this positioning through an extensive 'on-the-street' outdoor campaign using illuminated sites that will confront consumers in those dreary, dark winter evenings."

Soul won the task to relaunch Five Alive in August without a pitch following its work for Coca-Cola's Fanta brand.

The last advertising for Five Alive was done by the then roster agency Leo Burnett in 1998. Since this bout of activity, the brand has been backed by on-pack promotions, with the last one, linking it with Legoland in Windsor, running last summer.