The Story

HOW DO WE SPREAD THE LOVE FOR MELLO YELLO TO NEW CONSUMERS?

The Challenge

Mello Yello is a highly refreshing citrus beverage that has enjoyed a cult-like following for over 20 years, but in order to survive it would have to expand its reach beyond this devoted following. The brand team asked us to help them introduce the beverage to the millennial generation while not alienating their current loyal consumers.


The Solution

REDEFINE ‘RETRO COOL. We went back to the archives and discovered that the heritage of this iconic brand fit seamlessly into today’s appreciation for all things vintage. We developed a packaging design that is reminiscent of the original but updated to appeal to today’s millennials. At the same time, we dialed up refreshment and taste cues to reinforce the product’s natural deliciousness – benefits that appeal to die hard fans and new consumers alike.

Deliverables

  • Brand Identity
  • Design Strategy
  • Packaging Design
  • Retail Communications
  • Brand Activation
  • Promotions & Partnerships
  • Trade Communications
  • Merchandise
  • Brand Guidelines