Fresca’s Facelift

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.
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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.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.