This strategy will help the brand distinguish itself from PepsiCo Inc.’s Mountain Dew, which primarily appeals to younger consumers. The brand's latest marketing campaign includes programs in such outlets as Walmart, Domino's and convenience store retailer Circle K.Ĭoca-Cola is hoping that Mello Yello will attract a more diverse audience today than the teen consumers it targeted in the 1990s, Ad Age reported. "There are a lot of folks who may never have tried Mello Yello, especially out west where it's not as developed."Īs CSNews Online previously reported, Mello Yello relaunched in 2010 with new packaging and an expanded market that included Philadelphia and the Northwest.
"It's a great opportunity to engage with new fans, but also connect with fans who had tried it before or maybe forgot about it," Al Rondon, senior sports marketing manager at Coca-Cola North American Group, told the magazine.
It has now embarked on a television and radio campaign, in addition to sampling at NHRA racing events.
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The soda, which was dubbed the "World's Fastest Soft Drink," recently went back to its National Hot Rod Association (NHRA) roots, taking over the sponsorship from Coca-Cola's Full Throttle. And you may soon be seeing it on more store shelves.Īccording to a report by Ad Age, The Coca-Cola Co.'s citrus soda, which launched nationally in 1979, is making a comeback.
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