The Coca-Cola Co. has unveiled a crafty new look for its Fresca soda brand that reflects the no-calorie soft drink’s grapefruit-y taste. The goal is to introduce it to a new generation of drinkers unfamiliar with the brand. “Fresca hasn’t said anything to consumers since 2008, and our awareness with younger consumers is very low,” said Ryan Hughes, associate brand manager, Sprite and Citrus Brands. “We felt it was time for a refresh after about a decade of silence.”
The brand, which is Spanish for “fresh,” is debuting revamped packaging for its three flavors – Original Citrus, Black Cherry Citrus and Peach Citrus. The new artisanal look will also be featured in point-of-sale advertising and targeted sampling in Millennial hotspots like co-working spaces and college campuses.