Topic
- Technology
As the end of the year approaches, so does a flurry of social outings – from office parties to family get-togethers and more. That’s why FRESCA™️ Mixed has kicked off its partnership with Emmy-winning host, producer and self-proclaimed FRESCA®️ superfan Andy Cohen for the brand’s new integrated campaign to feature the premium ready-to-drink cocktail line, which first hit shelves in September.
Inspired by Cohen’s longtime passion for FRESCA®️, the partnership will highlight how FRESCA™️ Mixed takes the classic, grapefruit citrus taste of FRESCA®️ and adds a frisky spirits twist to the ready-to-drink alcohol category. In his role as brand partner, Cohen will be fully integrated across FRESCA Mixed brand initiatives including new promotional videos, digital campaign, in-person events and more.
After receiving an incredible response from consumers over the past two months, FRESCA™️ Mixed has connected on social media with fans of the brand to get their take on the new ready-to-drink cocktail. This week, FRESCA™️ Mixed sought out the biggest FRESCA®️ fan, Cohen, through attention-grabbing tactics. Today, Fresca™️ Mixed has officially brought him on board to act as the brand’s muse and to lead future initiatives. Cohen not only answered the brand’s call, but took it a step further by nominating himself to be the first VP of Frisky for FRESCA™️ Mixed.
“It’s about time someone finally made my favorite cocktail in a ready-to-drink version! I’ve loved mixing FRESCA with spirits for years, so when I saw FRESCA Mixed hit shelves, I knew this was something I needed to be a part of,” said Cohen. “As FRESCA’s number one fan, it only made sense that I play a part in maintaining the brand’s spirit, so I’m thrilled to be on the FRESCA Mixed team to keep things fresh and frisky.”
The new FRESCA™️ Mixed line provides the right amount of bubbles – and just enough bite – with two varieties, Vodka Spritz and Tequila Paloma:
· Vodka Spritz is a delicious cocktail that mixes the light and classic citrus taste of FRESCA®️ with real vodka distilled four times.
· Tequila Paloma is a modern and sophisticated take on the classic Paloma, expertly blending real tequila blanco from Mexico with the classic taste of FRESCA®️ for a cocktail that is smooth and easy to enjoy.
FRESCA™️ Mixed is enjoyed straight out of the convenient, 12oz can or poured over ice in a traditional cocktail glass.
“Since launching Fresca™️ Mixed in September, this new, ready-to-drink cocktail has already become a fan favorite, and now we’ve partnered with none other than Andy Cohen to bring some extra fun to any social gathering,” said Duke Zandstra, vice president, brand marketing, Constellation Brands. “After watching Andy drink FRESCA®️ with tequila on his show for years, we’re thrilled to work with him to bring FRESCA™️ Mixed to life like no one else can.”
VMLY&R was responsible for the creative strategy and subsequent executions of the campaign including the spots, social and the #FindAndyCohen activation.
Nok Sangdee, group creative director, VMLY&R said of the project, “In launching FRESCA™️ Mixed, we needed to find a way to generate buzz and connect to existing FRESCA®️ lovers in an authentic way. Enter Andy Cohen, a larger-than-life personality and devoted FRESCA®️ drinker. He’s been mixing FRESCA®️ with tequila on his talk show for years and his brand of cheeky, unapologetic fun is exactly what we needed to help us break through in a crowded category.”
Both flavors of FRESCA™️ Mixed are 100 calories*, 5% ABV, gluten-free, made with real spirits and no added sugar.
For more information on FRESCA™️ Mixed, visit FrescaMixed.com and follow the brand on Instagram and Twitter.
*Tequila Paloma: Per 12 fl. oz. average analysis: calories 100, carbohydrates 1.6g, protein 0g, fat 0g; Vodka Spritz: Per 12 fl. oz. average analysis: calories 100, carbohydrates 1.3g, protein 0g, fat 0g
ABOUT FRESCA™️ MIXED
Fresca™️ Mixed is a new line of premium, pre-mixed cocktails crafted with the deliciously bright classic grapefruit citrus taste of FRESCA®️ and real vodka or tequila. Since its inception in 1966, FRESCA®️ fans have known the soda’s one-of-a-kind grapefruit-citrus taste mixes perfectly with alcohol to create delicious cocktails. Because of this, The Coca-Cola Company and Constellation Brands came together to create the pre-mixed cocktails for fans. Constellation Brands produces, distributes and markets FRESCA®️ Mixed featuring the classic taste of FRESCA®️ with a twist.
For more information on FRESCA™️ Mixed, visit FrescaMixed.com and follow the brand on Instagram and Twitter.
ABOUT VMLY&R
VMLY&R is a global brand and customer experience agency that harnesses creativity, technology, and culture to create connected brands. Named a Leader in the Gartner Magic Quadrant for Global Marketing Agencies for five consecutive years, VMLY&R is made up of more than 13,000 employees worldwide with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore and Sydney. The agency is behind award-winning campaigns for blue chip client partners, including Colgate-Palmolive, Danone, Dell, Ford, Intel, New Balance, Pfizer and Wendy’s. For more information, visit www.vmlyr.com. VMLY&R is a WPP company (NYSE: WPP).
Credits:
VMLY&R
John Godsey – Co-Chief Creative Officer North America
Mel Routhier – Chief Creative Officer
Nok Sangdee – Group Creative Director
John Potter – Creative Director
Christian Baldwin – Senior Art Director
Pete Prendergast – Senior Copywriter
Michelle Derderian – Executive Director, Client Engagement
Marissa Schultz – Director, Client Engagement
Lauren Harris – Associate Account Manager, Client Engagement
Carolyn Rooke – Director, Connections
Kelsey Lawniczack – Associate Connections Director
Hannah Pollock – Connections Manager
Melissa Barnay – Group Executive Producer
Mathieu Shrontz – Group Executive Producer
Chad Garber – Senior Producer
Rebecca Nykiel – Senior Production Manager
Bray Addison – Senior Editor
Lisa Stevens – Business Affairs Director
Janet Muentes – Senior Business Affairs Manager
Michelle Sanchez – Talent Director, NA
Constellation Brands
Duke Zandstra – Vice President, Brand Marketing, Constellation Brands
Beth Krigel – Senior Marketing Director, Emerging Brands
Bill Zrike – Senior Brand Manager, Emerging Brands
Zachary Berliner – Senior Director, Lifestyle & Experiential Marketing
Horizon Media
Jacki Masson – Director, Social Strategy & Buying
Jason Smuckler – Director, Digital
Christina Lyons – Associate Director, Digital
Meghan Blood – Senior Planner, Digital
