VMLY&R has launched a new campaign for FRESCA™ Mixed unveiling new partnership with Emmy-winning host, producer, and self-proclaimed FRESCA® superfan, Andy Cohen.
The brand’s new integrated campaign features 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.
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.”
This professional campaign titled 'FRESCA™ Mixed and Andy Cohen' was published in United States in November, 2022. It was created for the brand: FRESCA Mixed, by ad agencies: Horizon Media and VMLY&R. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 2 media assets. It was submitted over 1 year ago by Marketing Manager: Aspasia Tsampas of 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
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
Jacki Masson – Director, Social Strategy & Buying
Jason Smuckler – Director, Digital
Christina Lyons – Associate Director, Digital
Meghan Blood – Senior Planner, Digital