Sponsorships Advertising Marketing

WHO'S YOUR BUDDY, WHO'S YOUR PAL? HOW 'BOUT A FRESCA?

1.5.1996

     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).

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