Originally introduced in the 1960s, Fresca needed a makeover to be reappraised by a new audience. Without changing its ingredients, The Coca-Cola Company wanted Fresca to claim a new position among non-cola soft drinks. The new brand language presents a more modern and sophisticated brand expression, and it made for one of Coca-Cola’s strongest brand turnarounds in recent history.
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“Fresca resonates with people who have a sophisticated taste and are unwilling to compromise on flavor or calories. Fresca's new look will appeal to folks looking for a taste beyond the ordinary.”