Fresca Rebranding

Redefining a Global Soda Brand

Along with a packaging redesign, this project focused upon redefining the Fresca Sparkling Citrus Flavored Soda brand as a unique, yet little know offering from Coca-Cola. Competitive analysis—paired with online consumer research—revealed socializing, travel and movies as primary leisure activities within the prospective target psychographic.

As a a delighting reward for life’s accomplishments, the redesigned package was supported by Italian nomenclature and advertising, capturing an exciting and fun aesthetic, with the appeal of global travel. More refined than soda/pop, yet not as mature as sparkling waters, the new Fresca is “Non la sua bevanda normale,” or not a normal beverage—available with or without caffeine, and with our without pure cane sugar.

The campaign focused on building brand awareness, trial and shelf presence.

Project Phases

Discovery

  • Initial Research

  • Competitive Audit
  • Consumer Research

Definition

  • Brand Building Foundation

Develop

  • Brand Architecture
  • Image and Character
  • Initial Concepts

Deliver

  • Campaign Ideas
  • Communication Plan
  • Revised Concepts and Select Touch-points

Areas of Opportunity

  • Evolution of Brand Identity and Brand Strategy
  • Elevate Awareness and Market to Younger Consumer
  • Leverage Unique History and Relationship with Coca-Cola
  • Develop New Product Offerings and Flavors
  • Partnership Brands and Co-branded Promotional Marketing
  • Develop Strategies for New Markets, Regions and Retailers

Research in support of a group project submitted to the Lindner College of Business of the University of Cincinnati in partial fulfillment of the requirements of Fundamentals of Branding MKTG 530, Autumn 2011. Group Members: Jenna Wade, LCoB Marketing/DAAP Fine Arts; Matthew Ferguson, LCoB Marketing and International Business; Matthew Giesting, DAAP Graphic Design; and Thomas Gilmore, DAAP MDes.