Fresca

Brand Strategy

Rich Media Banners

The world's first modern soft drink.

Coca-Cola Company asked BouchezPage and our Five0 group to look at the potential to rejuvenate one of their famous, but overlooked, brands: Fresca. We suggested a test with the 40+ audience. This audience is very much a soft drink consumer, but they have become more health-conscious over the years, moving to juices and waters.

Five0 has been studying the mature market for over 8 years, and one of the things we’ve learned is that nostalgia doesn’t appeal to this group; in fact, it can turn them off. This is not to say they don’t like their pasts, but they just prefer to look forward … they are excited about today and, more importantly, tomorrow.

Our solution was to create an extremely fresh, modern campaign reminding them that Fresca was the original no-calorie soda and, at the same time, giving them credit for discovering Fresca in the first place. We used the past not as a “fond memory,” but as a way of saying, “You knew what was good then, and you know it today.” In a 30-day online test, over 3,000 people filled out a 12-question survey with no incentive. Coke had never seen response numbers like this, especially online.

CASE STUDIES

The world's first modern soft drink.

 

Coca-Cola Company asked BouchezPage and our Five0 group to look at the potential to rejuvenate Fresca with the 40+ consumer who grew up with the brand.

 

Our solution was to create an extremely fresh, modern campaign reminding them that Fresca was the original no-calorie soda and, at the same time, giving them credit for discovering Fresca in the first place. We used the past not as a “fond memory,” but as a way of saying, “You knew what was good then, and you know it today.” In a 30-day online test, over 3,000 people filled out a 12-question survey with no incentive. Coke had never seen response numbers like this, especially online.