Campbell to Relaunch Fresca

CHICAGO Interpublic Group’s Campbell Mithun will create work for Coca-Cola’s long-dormant Fresca brand when the company introduces two line extensions this fall.

Work from the Minneapolis shop for the core product as well as two new flavors (sparkling peach citrus and sparkling black cherry citrus) will include television, radio, out-of-home and online advertising. The work will feature new packaging and logo for the brand, designed by Duffy & Partners in Minneapolis.

“Fresca resonates with people who have a sophisticated taste and are unwilling to compromise on flavor and calories,” said Alison Lewis, vice president for Sprite and Flavors at the Atlanta-based company, in a statement. “We believe Fresca’s new look and expanded flavor offerings will appeal to folks who are looking for a unique taste beyond the ordinary.”

Campbell Mithun has had the Fresca brand in its portfolio since 2001, when the company was working almost exclusively with IPG agencies.

Spending for the re-launch effort could not immediately be determined. There was no ad spending on Fresca last year, per Nielsen Monitor-Plus.