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WORK / MELLO YELLO   |   THE COCA-COLA COMPANY UNITEDDSN.COM

MELLO YELLO
THE COCA-COLA COMPANY

 

 

 

The Coca-Cola Company approached United and asked us to create a powerful new brand positioning and rebranding for Mello Yello. Coca-Cola’s goal? Gain market share from its biggest rival in the citrus category—Mountain Dew.

Working with a limited marketing budget and facing a competitor that owns more than 85% of the citrus market, the new Mello Yello brand needed to deliver at every level, creating noise on shelf and speaking to the audience in the right way.

We completely changed the dated, sedate Mello Yello brand into a striking new abbreviated ‘MY’ monogram. The strategic thinking was that the monogram’s bold, industrial feel and call to action would not only be instantly recognizable, but would also form the linchpin of a powerful new ad campaign—‘this is MY world.’ 

United knew this redesign was not about creating another ‘cookie-cutter’ caffeinated soda or energy drink brand, but rather a brand identity and campaign that would truly capture the imaginations of Mello Yello’s target audience. The ‘MY’ logo and ‘this is MY world’ campaign creates a unique, ownable brand voice and attitude that speaks directly to the hard-working, blue-collar male customer in a more authentic way.

 

INCREASED MARKET SHARE AND AWARENESS THROUGH NEW HIGH-IMPACT BRAND POSITIONING

 
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  BRAND
  STRATEGY

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  PACKAGING
  DESIGN

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  OUT OF
  HOME

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  ADVERTISING
   

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  POS
   

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  RADIO
  SCRIPT

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  WEB &
  SOCIAL MEDIA

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  EXPERIMENTAL
   

 
 

BEFORE AND AFTER

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WORK / MELLO YELLO + NHRA   |   NATIONAL HOT ROD ASSOCIATION UNITEDDSN.COM

MELLO YELLO + NHRA
NATIONAL HOT ROD ASSOCIATION

 

 

 

Building on the success of the newly rebranded ‘MY’ brand logo and ‘this is MY world’ ad campaign, United were asked by Coca-Cola to redesign the official Mello Yello NHRA partnership logo, and to develop a new design that would align perfectly with the new ‘MY’ brand-mark’s new attitude. 

Drawing inspiration from the NHRA's top fuel division, United created a bold and graphic badge that incorporated the ‘MY’ and NHRA logos within a holding icon that represents the engine and exhausts of a top fuel dragster.

The new design works across the entire NHRA experience, from the trackside sponsorship sites, the tents, the trucks, and hospitality areas through to the drivers’ dragsters and racing suits. In developing and extending the ‘MY’ brand language to incorporate all of these elements, United created a credible, authentic partnership logo that delivers a truly immersive 360° Mello Yello/NHRA brand experience.

 

A CREDIBLE AND AUTHENTIC 360º BRAND EXPERIENCE

 
  01

  BRAND
  STRATEGY

  02

  PACKAGING
  DESIGN

  03

  OUT OF HOME
  ADVERTISING

  04

  POS
   

  05

  RADIO
  SCRIPT

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  WEB &
  SOCIAL MEDIA

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  TAGLINE