ATLANTA — This fall, Mello Yello has a new look, making it the perfect accompaniment for any outdoor excursion. The citrus-flavored soda will sport a signature camouflage pattern designed by Columbus, Ga., based Realtree.
The new look is part of the “This is My World” campaign, which encourages those who love the outdoors to enjoy their favorite pastimes with a refreshing Mello Yello. While the product’s packaging will look different, the lemon, lime and orange flavors inside will remain the same.
The brand’s “This is My World” campaign includes out-of-home advertising featuring David Blanton, the host of Realtree Outdoors and other outdoor lifestyle movements. The promotion will be supported with additional out-of-home, radio and in-store point-of-sale (POS) in select markets between August 3 and December 31.
Realtree signature camo pattern will appear on Mello Yello and Mello Yello Zero 20-ounce bottles, 12-ounce cans in 12-packs and on 16-ounce cans. The limited-edition packaging will be available in retail outlets nationwide through December.
“Our fans are passionate people, from their loyalty to the smooth citrus taste of Mello Yello … to the gritty adventures of the outdoors,” said Bobby Oliver, director, sparkling citrus brands. “This fall, we’re bringing Realtree’s camouflage revolution directly to Mello Yello packaging for the perfect partnership between two lifestyle brands.”
The Coca-Cola Co., Atlanta, is the world’s largest beverage company, with more than 500 sparkling and still brands. Led by Coca-Cola, its portfolio features 20 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia, Dasani, FUZE TEA and Del Valle. Globally, it is the leading provider of sparkling beverages, ready-to-drink coffees and juices and juice drinks.