Ogilvy creation
5alive berry & citrus blast Campaign
the brief
5Alive brand has enjoyed strong brand love in the country however lacks a solid local brand positioning, as what has globally been accepted as a breakfast accompaniment in other countries does not always work for the majority of Nigerian consumers due to the type of breakfast meals consumed and the fact that it is consumed at various times of the day.
The task was to position 5Alive as a juice brand providing everyday nourishment and to promote the new pack launches within the range.
Journey Insight
Having understood the Nigerian consumer’s relationship with the category, we went ahead to craft the brand’s manifesto-
“the nourishing boost frm the goodnesss of fruit”. This we believe afforded us to play up the consumption time neutrality
and fruity content.
the idea
‘Enjoy the tasty goodness of 5Alive’
This theme is being brought to life using an integrated approach TVCs, OOH signages,
branded bus shelters,digital ads and digital content for engagement.
the result
Awaiting results as campaign was launched recently.
