Coca-Cola sets makeover for Fresca, adds two lines
May 25, 2005
by FoodBusinessNews.net Staff
ATLANTA — Coca-Cola North America plans a makeover for its Fresca brand along with two new line extensions that will launch in the United States this September, the company announced today.
Fresca will receive a new logo and new packaging graphics. Two new flavors, Sparkling Peach Citrus Fresca and Sparkling Black Cherry Citrus Fresca, will also be introduced as zero calorie line extensions to the brand.
The original Fresca will remain unchanged.
All three Fresca flavors will be available in a variety of packaging sizes, including 12-oz. cans, 20-oz. bottles, 2-liter bottles and multi-can packs.
The Fresca brand will be supported by an extensive marketing campaign, featuring television, radio and out of home advertising, online activation and unique sampling programs. The advertising campaign, developed by Minneapolis-based Campbell Mithun, will highlight Fresca as a uniquely sophisticated "sparkling citrus" soft drink. Further details on marketing plans will be made available closer to the introduction.
The Fresca changes are part of Coca-Cola North America's "100 Days Of Diets" strategy, which includes the introduction of Diet Coke sweetened with Splenda sweetener and Coca-Cola Zero.