Two New Line Extensions To Accompany New Look For Venerable Brand
Atlanta, May 25, 2005 - Coca-Cola North America today announced a makeover for its Fresca brand along with two new line extensions that will launch in the United States this September.
Fresca will be given a fresh, contemporary look, including 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 unique sparkling citrus flavor of original Fresca will remain unchanged.
"Fresca resonates with people who have a sophisticated taste and are unwilling to compromise on flavor or calories," said Alison Lewis, vice president, Sprite and Flavors, Coca-Cola North America. "We believe Fresca's new look and expanded flavor offerings will appeal to folks who are looking for a unique taste beyond the ordinary."
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, ideal for moments of perfectly relaxed pleasure. Further details on marketing plans will be made available closer to the introduction.
All three Fresca flavors will be available in a variety of packaging sizes, including 12-ounce cans, 20-ounce bottles, 2-liter bottles and multi-can packs.
Fresca's new look and two new line extensions are the latest examples of Coca-Cola North America's "100 Days Of Diets" strategy, which includes the introduction of Diet Coke sweetened with Splenda Brand Sweetener and Coca-Cola Zero.