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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).