Fresca gets backing

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Coca-Cola Co. on Thursday introduced new packaging and advertising for Fresca, an old but tiny brand that it would like to rejuvenate. The no-calorie, sharp-flavored citrus soda will now be marketed to "consumers who seek variety and new adventures." The tagline of new advertising from Fallon McElligott Berlin, New York, to be aired primarily on the East Coast, is "Fresca. It's not for everyone. It's for you." Ad spending is expected to be in the $1 million to $2 million range. Coca-Cola will support the relaunch with a ski-trip sweepstakes in 21 markets.

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