I have never been so thirsty after doing a challenge. Today’s product was Fresca.

Fresca

Fresca has two new flavors out (sparkling peach citrus and black cherry citrus) as well as having a “facelift” of their packaging and brand image. I remember Fresca from when I was a kid and how ugly the cans were. And I really do honestly remember thinking that, even as a child. They were pretty out-of-date and didn’t appeal to anyone outside of older people. I think the new image is fantastic. I love Fresca–it has a really unique taste that you wouldn’t expect, and plus it’s sugar and caffeine-free (always has been). Now the outside matches the inside.

Anyway, for this challenge, I wanted to share the Fresca love. I have noticed over the years that Fresca isn’t the most recognized name in soda, and if people want a citrusy soda, they tend to gravitate towards Sprite and 7-Up and the like. Lame! Fresca is awesome and people should know and love it. I also wanted to showcase the new flavors as well as the old.

To start, I just looked up images of the fruits that make up the flavors of Fresca. I was thinking about the whole “sharing the love” thing, and I quickly noticed something–all of the fruits could somehow be constructed into the shape of a heart. So, I went from there. I also wanted to make sure that I incorporated some element of the new can design in the visual (I incorporated the half-tones they use). I didn’t want to leave out their tagline, either (“Surprisingly complex”). I ended up doing three ads in about 63 minutes, but I’m not penalizing myself for the extra 3 minutes since I did more than one ad. :)

(c) Amy E. Rumbarger 2009

(c) Amy E. Rumbarger 2009

(c) Amy E. Rumbarger 2009

Should be able to see the copy on those, so I won’t re-iterate. Onto the aftermath!

How do you feel about these ads? I like them a lot! I’d like to spend more time on the execution to experiment some more, but I do like them a lot as is. Side note: I have a history of working with both peaches and grapefruit. See the Tour De Georgia and Method campaigns on my site. :)

Given more time, what would you have done differently? Just more experimentation on the visual and the opportunity to shoot the photos myself instead of manipulating stock photos. Also, more time to massage the type and the copy is always good, of course.

How would you extend this into a campaign? It already is! But I think the whole “love” thing could be extendable into a lot of different media…too tired to think about exactly how, but you can use your imagination!

Wow, 15 days done already! Come back tomorrow for more, and for now, feel free to comment, e-mail me, or follow me on Twitter.