My newest favorite soda is being relaunched!
Now everyone knows I love my Diet Coke, but in recent months I’ve switched to Fresca… how did I not know it was sugar-free?!?! I’ve always loved the slightly grapefruity taste of Fresca, but I always thought it was fully-leaded… until I actually LOOKED at the nutrition label one day & the switch was made!
In the 5/30/05 issue of BrandWeek, I noticed this lovely little snippet on p. 14:
Coke Getting Frisky for Fresca Relaunch
Coca-Cola is relaunching its zero-calorie Fresca soda with a new logo, flavors, packaging and ads, via Campbell Mithun, Minneapolis. Ads position the drink as “ideal for moments of perfectly relaxed pleasure.” Sparkling Peach Citrus Fresca and Sparkling Black Cherry Citrus Fresca hit shelves in September. A minor player in the beverage giant’s portfolio, 39-year-old Fresca is getting the boost as Coke beefs up its diet drink marketing.
That’s a pretty lame positioning slogan (the old one, “A Refreshingly Crisp Citrus Taste,” was not much better), but I’ll forgive them if the new Fresca flavors are as yummy as the original.
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