ATLANTA -- Coca-Cola Co. has redesigned the packaging for its Mello Yello citrus soda in an effort to create "a new attitude that is audacious and powerful."
Mello Yello is now sporting a black “MY” logo across vibrant yellow packaging, and silver “MY” on black packaging for Mello Yello Zero. The citrus flavor of lemon, lime and orange will remain the same, "but that’s where the old stops and the new begins," the company said.
Originally created in the 1970 with an easy-going ttitude, the new packaging is designed to appeal to to a more adventurous crowd.
“We hope that Mello Yello’s new attitude encourages those who love the outdoors to enjoy their favorite hobbies with a refreshing Mello Yello in hand,” said Bobby Oliver, director, sparkling citrus brands at Coca-Cola Co., Atlanta. “We hope its loyal fans see the new look as something to be proud of, because we know the smooth citrus taste of Mello Yello and its fearless new look will work as hard as he does during his gritty adventures.”
A long-term sponsor of the NHRA marquee national touring series, the NHRA Mello Yello Series logo has also been redesigned to reflect the grit and glory of high-speed drag racing.
Mello Yello’s new look is rolling into markets across the country and appears on all Mello Yello and Mello Yello Zero bottles and cans. The brand’s new “This is MY World” marketing campaign includes out-of-home advertising, radio and in-store point-of-sale in select markets.
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