SUPER ANIMAL: Mello yello soft drink

Sunday 22 July 2012

Mello yello soft drink

In 2004 we saw the introduction of peach/tangerine-flavored Mello gellow after glow, which we really didn't care for.
By 2005 Coke had their next Mountain Dew-killer lined up — Vault — and Mello Yello once again took a backseat, seeing regional distribution in the United States and disappearing completely from some areas.
Given all the discussion taking place lately, it would seem that Coke is once again bringing Mello Yello to the front lines with a package redesign and additional marketing support. The company revised their trademark on the brand earlier this year. Vault is still around, but it's been a few years now and frankly hasn't taken off despite the heavy promotion Coke gave it upon launch. The Mello Yello/Vault combo is an interesting strategy, pushing two citrus flavors with varying amounts of caffeine into the marketplace.