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George Katz, designer
Dan Olson, creative director
Duffy & Partners (Minneapolis, MN), design firm
Coca-Cola, client
“Coca-Cola approached Duffy & Partners with a growing concern. Many consumers across all lifestyles and demographics had begun to walk away from its core cola franchise and were choosing non-cola diet beverages,” said Eric Block, managing partner of Duffy & Partners. “To offer consumers a fresh alternative to Diet Coke, Coca-Cola chose to revitalize Fresca, a 39-year-old existing brand, rather than introduce a new one. How do you change misperceptions? Interestingly, Fresca's original formula was intrinsically spot on for consumer trends today: zero calories, zero carbs and a unique effervescent citrus flavor. However, its old design was holding it back. The new Fresca design better captures a more modern and sophisticated expression of the brand. The design works hand-in-hand with the product to communicate the unique citrus sparkle and to alter marketplace perceptions and reposition the brand as in step with a contemporary lifestyle.”
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