A Fresca Face

Published in CSP Daily News

Two new line extensions to accompany new look for venerable brand

ATLANTA -- 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 flavorsSparkling Peach Citrus Fresca and Sparkling Black Cherry Citrus Frescawill also be introduced as zero calorie line extensions to the brand. The citrus flavor of original Fresca will remain unchanged.

The Fresca brand will be supported by an extensive [image-nocss] marketing campaign, featuring TV, radio and out of home advertising, online activation and sampling programs. The advertising campaign has been developed by Minneapolis- based Campbell Mithun.

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.

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.