The beverage’s redesign is part of the brand’s sports marketing strategy surrounding drag racing and latest national marketing push
Mello Yello, under The Coca-Cola Company, has applied a revitalised look to its packaging which now features its iconic initials of ‘M’ and ‘Y’ in bold black lettering against a bright yellow background. The brand’s Mello Yello Zero range has switched to silver lettering against a black silhouette.
Meanwhile, the beverage’s signature flavour combination of lemon, lime, and orange will retain its original essence . A sponsor of the marquee national touring series, the above is the extent to which the old stops and the new begins. The NHRA (National Hot Rod Association) Mellow Yello logo redesign signifies the grit and glory of high-speed drag racing.
The tweaked exterior will roll out across markets nationwide and appear on all of the aforementioned products’ bottles and cans. The brand’s latest marketing campaign titled, This Is MY World, entails an integrated approach which covers out-of-home advertising, radio, and in-store point-of-sale in select markets.
“We hope that Mello Yello’s new attitude encourages those who love the outdoors to enjoy their favourite hobbies with a refreshing Mello Yello in hand. We hope its loyal fans see the new look as something to be proud of,” said Bobby Oliver, Director, Sparkling Citrus Brands at The Coca-Cola Company.
