"Having the opportunity to travel across the country to promote the Realtree/Mello Yello partnership was, first of all, a lot of fun!” Blanton said. Image by Floyd Dean on his LinkedIn Pulse One of the outdoor advertising promotions featured Realtree Outdoors host, David Blanton, a familiar name and face to Realtree customers, but one who might be new to Mello Yello consumers. News of the camouflaged beverage was then disseminated through multiple channels, including out-of-home advertising, social media, digital, radio spots and retail point-of-sale displays. The Mello Yello/Realtree relationship started with the release of the limited-time-offer packaging and an integrated marketing campaign. “Both brands help establish relevance to the lifestyle of our consumer. "Realtree was the perfect brand to begin this relationship," she said. Image by Floyd Dean on his LinkedIn PulseĪshley Summers, associate brand manager for Mello Yello and SURGE™, said The Coca-Cola Company was looking for other brands that fit the lifestyle of its outdoor enthusiast Mello Yello consumer. And the Realtree look goes hand-in-hand with the outdoors lifestyle market. Whether for a fall fishing trip, a weekend deer hunt or traveling down an ATV trail, Mello Yello wants its fans to have plenty of the citrus-flavored beverage on hand to share good times. The strategy is not just about giving the citrus-flavored beverage a new look, but connecting with a core of devoted outdoors enthusiasts who bring their favorite beverage along on their outdoor adventures. It was the kickoff of a campaign called “ This is MY World.” In place of the bright yellow can and labels, Mello Yello and Mello Yello Zero 20-ounce bottles and 12- and 16-ounce cans now boasted new signature Realtree camo patterns. So in the fall of 2015, Mello Yello® teamed up with Realtree® to give Mello Yello packaging a camouflage and lifestyle makeover.
It's about sharing good times with good friends while pursuing our passions. We associate many of our deepest memories with food and drink and the people we've shared them with.
But what we drink, where and when we drink it, and who we drink it with is all about lifestyle.
Early television advertisements touted the suitability of the beverage for quick consumption, with an actor (dressed in an auto racing uniform) downing an entire bottle within the time of the commercial.Lifestyle might not be the first word that comes to mind when you think about soft drinks. Mello Yello is presumably named after the 1967 Donovan album and single Mellow Yellow, and, in fact, a cover of the song is used to promote the soft drink. This re-branding has included an expanded distribution of the product into such areas of the United States that have not had the product in years such as the Northeast United States and the Western United States. In early 2010, Coca-Cola announced with images of new packaging that it would be re-branding Mello Yello to resemble the packaging in 1979. A low calorie version, called Diet Mello Yello, also exists in select markets. The product allows Coca-Cola to have a presence in the citrus soft drink market segment along with Vault, another citrus soft drink that is more widely sold by Coca-Cola. Recently it has been reintroduced to northern states and has had good reactions from consumers. In the United States, Mello Yello is only sold in certain areas, primarily in the Midwest, Southeast and South Florida, where it remains quite popular. All three were only available for a limited time. The other two variants were peach-flavored Mello Yello Afterglow, and Mello Yello Melon.
Mellow yellow realtree code#
Mello Yello Cherry was released in response to Mountain Dew Code Red. There have been three flavored variants of Mello Yello. It was introduced in the latter part of 1979 to compete with PepsiCo's Mountain Dew. Mello Yello is a caffeinated, citrus-flavored soft drink produced and distributed by the Coca-Cola Company.
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