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