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ONE-OF-A-KIND BOTTLE FOR FRESCA TO GET EARLY 1992 INTRODUCTION

 ONE-OF-A-KIND BOTTLE FOR FRESCA TO GET EARLY 1992 INTRODUCTION
 ATLANTA, Dec. 13 /PRNewswire/ -- A sleek new glass bottle will be an integral part of the continuing resurgence of Fresca in 1992.
 Coca-Cola USA today announced that the proprietary glass bottle for Fresca will be introduced early next year in selected markets followed by broad distribution later in the year.
 The new 9-ounce bottle is unlike any other soft drink package. It is translucent, has a light green color, and a "frosted" appearance and feel. The bottle features a sculptured twist at its bottom and the embossed Fresca grapefruit emblem at its top.
 "This new proprietary bottle mirrors the contemporary, adult image of Fresca," said Pierre Ferrari, senior vice president, marketing, Coca-Cola USA. "The new package will help to enhance Fresca's positioning as an alternative for consumers of bottled waters or similar beverages."
 The new package will be available in four-packs in retail outlets, as well as in single servings in restaurants.
 The introduction of the new package will add further impetus to the renewed success of Fresca. Reformulated in 1985 to its current light citrus taste, Fresca was available on a regional basis through 1990. Throughout 1991, the reformulated Fresca has been introduced into other markets, with virtual national availability just completed.
 Contributing to Fresca's success in 1991 has been the positioning of the product against bottled waters and seltzers. With just two calories per six-ounce serving, no caffeine and very low sodium, the product is poised to capitalize upon consumers' desire for a tasteful alternative to bottled waters.
 -0- 12/13/91
 /CONTACT: Bob Bertini of Coca-Cola USA, 404-676-5173/ CO: Coca-Cola USA ST: Georgia IN: SU:


BR-BN -- AT010 -- 2419 12/13/91 14:02 EST
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Publication:PR Newswire
Date:Dec 13, 1991
Words:286
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