National Guard Extends With Earnhardt Pepsi Expanding On NFL Sponsorship PepsiCo Signs Deal For 49ers' Levi's Stadium Rams, Dr Pepper Close To Sponsorship Deal Tony Stewart Promotes Coke Zero 400 Coca-Cola Signs Four Olympians For Sochi Entertainers Helping Sports Sponsorship Awareness Coke, AT&T To Sponsor "Conan" Shows In ATL Gatorade Debuts New TV Ad Gordon Discusses Pepsi Max Viral Video
SBD/5/Sponsorships Advertising Marketing
WHO'S YOUR BUDDY, WHO'S YOUR PAL? HOW 'BOUT A FRESCA?
Published January 5, 1996
Coca-Cola brand Fresca is receiving a "makeover" with new packaging, a new slogan and widespread TV coverage. The campaign is part of "an attack" against Mountain Dew, Dr Pepper and Seven- Up, targeting the 25-49 audience. Fresca plans to target skiers and cyclists, including discounts on lift tickets to selected resorts and ski-trip giveaways. Fresca also plans to increase its sponsorship of cycling events, including the Tour DuPont and Tour de France, and will be the official soft drink of the '96 U.S. Olympic Trials (Chris Roush, ATLANTA CONSTITUTION, 1/5).