Five Alive Passionate Peach Citrus is supported by TV spots and outdoor boards with the tagline: "Feel Alive. Five Alive."
Featured in the humorous 30-second spot by Leo Burnett Co., Toronto, is an energetic senior citizen named Mabel, who makes the high school cheerleading squad thanks to Five Alive.
Sampling is handled by a brigade of "Fruit Troops" who arrive at stores and events in Five Alive vans to dispense drink samples from carton-shaped backpack tanks. Trendtech Marketing of Toronto has the sampling program.
Copyright June 1999, Crain Communications Inc.