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| In early 2010, ] announced with images of new packaging that it would be re-branding Mello Yello to resemble the packaging in 1979. 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, ] announced with images of new packaging that it would be re-branding Mello Yello to resemble the packaging in 1979. 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. | ||
| Unlike its competitor, Mountain Dew, Mello Yello does not contain ]. | |||
| ==Marketing== | ==Marketing== | ||
Revision as of 15:50, 16 March 2011
This article is about the soft drink. For the Donovan song, see Mellow Yellow. | This article does not cite any sources. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. Find sources: "Mello Yello" – news · newspapers · books · scholar · JSTOR (April 2008) (Learn how and when to remove this message) |
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| Type | Citrus soda |
|---|---|
| Manufacturer | Coca-Cola Company |
| Distributor | Coca-Cola Company |
| Country of origin | United States |
| Introduced | October 1979 |
| Color | Chartreuse Yellow |
| Flavor | Citrus |
| Variants | Mello Yello, Diet Mello Yello, Mello Yello Melon (discontinued), Mello Yello Cherry (discontinued), Mello Yello afterglow (discontinued) |
| Related products | Vault Mountain Dew |
| Website | www |
Mello Yello is a caffeinated, citrus-flavored soft drink produced and distributed by the Coca-Cola Company. It was introduced in the latter part of 1979 to compete with PepsiCo's Mountain Dew. There have been three flavored variants of Mello Yello. Mello Yello Cherry was released in response to Mountain Dew Code Red. The other two variants were peach-flavored Mello Yello Afterglow, and Mello Yello Melon. All three were only available for a limited time.
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. Recently it has been reintroduced to northern states and has had good reactions from consumers. 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. A low calorie version, called Diet Mello Yello, also exists in select markets.
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. 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.
Unlike its competitor, Mountain Dew, Mello Yello does not contain brominated vegetable oil.
Marketing
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. 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.
Mello Yello was featured in the 1990 NASCAR-based movie Days Of Thunder, in which Tom Cruise's character, Cole Trickle, drove a Mello Yello-sponsored car to victory in the Daytona 500, although the product name itself is never verbally mentioned in the movie. That livery went on to become a real NASCAR paint scheme the following year, when driver Kyle Petty drove with Mello Yello sponsorship in the Winston Cup Series. He ran four seasons (1991–1994) with the sponsor before switching over to Coors Light in 1995. Mello Yello was seen as a sponsor on die-cast toy and collectible cars for both the Days of Thunder #51 Chevrolet Lumina and Kyle Petty's #42 Pontiac Grand Prix. Mello Yello also sponsored the fall Winston Cup race at Charlotte Motor Speedway through 1994.
Mello Yello was also advertised in the Ernest commercials in which he coined the beverage's official slogan "Make The Mello Yello Move", followed by his trade mark phrase "knowhutimean?".
New Zealand relaunch
 | This section possibly contains original research. Please improve it by verifying the claims made and adding inline citations. Statements consisting only of original research should be removed. (May 2009) (Learn how and when to remove this message) |
In October 2006 Mello Yello was relaunched in New Zealand as a 'limited edition' product after a long absence, of at least 15 years, from the local market. The relaunched New Zealand version contained the original 1980s logo, and just like when it was available in the 1980s even contained the words A Product of the Coca-Cola Company on the bottle top. This 'limited edition' release was only available in 600ml and 1.5 litre plastic bottles and contained the words Limited Edition. Only 200,000 cases of the promo product were produced in 2006 according to Coca Cola. Mello Yello was once again relaunched to the New Zealand market in October 2007 and was available until the end of 2007.
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