FRESCA Mixed gets frisky with Andy Cohen in new partnership

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. FRESCA Mixed sought out the biggest fan, Cohen, through attention-grabbing tactics. They have 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 favourite 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 spots was created by agency VMLY&R Chicago.