Fresca's Old Look
It's too bad they didn't keep the logo white. However, the rest of Fresca's face is fresh and contemporary.
Look for the new cans, bottles and flavors this fall.
Part of Coca-Cola's 100 Days Of Diets Strategy
Coke spokesman Scott Williamson said the new look is the soda's first since 1996.
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.
In 1985, Fresca was reformulated with an aspartame sweetener base. It is sold in North America, Africa, Europe and Latin America.
In some parts of the world, Fresca can be found with sugar still used as its sweetener.
In addition, two new flavors -- Sparkling Peach Citrus Fresca and Sparkling Black Cherry Fresca -- will be added to the original Sparkling Citrus flavor. The Sparkling Citrus flavor will remain the same.
Fresca has been around for 39 years.
Coca-Cola Classic is responding to consumers who are drinking healthier, low- or no-calorie beverages, such as water and juices with reduced sugar.
Alison Lewis, Coca-Cola North America's vice president of Sprite and flavors, said in a statement:
Fresca resonates with people who have sophisticated tastes and are unwilling to compromise on flavor or calories.
We believe Fresca's new look and expanded flavor offerings will appeal to folks who are looking for a unique taste beyond the ordinary.
One thing Coca-Cola did not change is the advertising firm with whom they have worked since 2001.
The Minneapolis-based advertising firm Campbell Mithun will continue to have Fresca in its portfolio of brands. Campbell Mithun has been hired to re-launch Fresca's new marketing campaign via television, radio, out-of-home and online advertising.
The initial marketing campaign will emphasize Fresca as "ideal for moments of perfectly relaxed pleasure." The campaign will focus on the drink's sophistication.
Joe Duffy
In 1986, at the infancy of Synergistic Media (before we became BioSpace.com) I hired Joe Duffy and Charles Spencer Anderson to design a commemorative America's Cup print sponsored by 3M and The Parry Corporation. This serigraph and lithograph called Survival Of The Fastest went on to win three international awards. The print appeared in Communication Arts' 1987 Design Annual, Communication Arts' 1987 Illustration Annual and Graphis. To this day, we continue to get requests for this print which was made with 300 pieces of cut paper. While Anderson soon branched out on his own, Duffy morphed from Duffy Design into Duffy & Partners.
Over the years, Joe's team has done ground-breaking work for Ralph Lauren, Classico, Minute Maid, Jim Beam, EDS, Qualcomm, Ameritech, FAO Schwarz, International Truck and Engine Corporation, Nikon, the 700 Islands of The Bahamas, Nordstrom's hip cafes, Starbucks and BMW USA -- to name a few.
Duffy will release his first book, Brand Apart, which serves as a profile of the most powerful integrated branding case histories of the past two decades. Brand Apart will be published this year by The One Club.
Today, Joe Duffy is the Chairman of Duffy & Partners, a new kind of branding and creativity company which partners with clients and other agencies in all communications disciplines.
When we do "Rugged Elegance Minneapolis" Joe Duffy will be one of the first people we'll look to profile.
Congratulations to the entire Duffy design team behind Fresca's new face. Congratulations to Campbell Mithun and to Coca-Cola.
Fresca is currently available in The Rugged Elegance World Marketplace in two sizes: 1.5 Liter Bottle and a six-pack of 12 fl oz Cans.
Inspire & Be Inspired.
Here's to healthy, adventuresome, soulful, "fre-fre-fresca" living!
~ Jennifer Carolyn King, Rugged Elegance, LLC
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