Coca-Cola to revamp Fresca

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Coca-Cola to revamp Fresca

By Gisselle Gaitan - 04/18/2018
Coca-Cola is plotting to bring back the no-calorie soft drink, Fresca. The Atlanta-based company announced in a blog post that the seemingly forgotten beverage will be unveiling a new look that reflects its unique citrus flavor, with an end goal of bringing in a new generation of consumers who may not be familiar with the brand.

“Fresca hasn’t said anything to consumers since 2008, and our awareness with younger consumers is very low,” Ryan Hughes, associate brand manager of Sprite and Citrus Brands, said. “We felt it was time for a refresh after about a decade of silence.”

Revamped packaging for Fresca’s three flavors — original, citrus and black cherry citrus and peach — will be unveiled with an artisanal look.

“We realized we’re sitting on a potential goldmine,” Hughes said. “Fresca is a magical brand that, when once people taste and experience, fall in love with. It hits the sweet spot somewhere between a soda and a flavored sparkling water.”

Point-of-sale advertising and targeted sampling in millennial hotspots such as co-working spaces and college campuses will be launched in order to bring awareness to both the brand and its offerings.

“We want people, first and foremost, to enjoy the essence of Fresca — its refreshing, premium taste — which can’t truly be described until experienced first-hand,” Hughes said.