Lewis Lazare: Last time we checked, the Coca-Cola Co. wasn’t cash-strapped. So it’s surprising the company couldn’t come up with a more compelling look for the revamped Fresca design hitting grocery store shelves this week.
Fresca’s new bubble-inspired design strikes us as something you’d be more likely to find on a third-rate generic cola. Rack it up as another misstep in what has been terribly uneven marketing and advertising across a range of Coke products in recent years.
In addition to the packaging overhaul, Fresca is getting two new flavors — Sparkling Peach Citrus and Sparkling Black Cherry Citrus — both introduced as sugar-free, caffeine-free line extensions.
To tout all the changes, Campbell-Mithun/Minneapolis is launching a new ad campaign with the tag “Discover Fresca. Again.”
