How on earth do Coca Cola do it? Just under a month ago they relaunched their citrus flavored soda drink Mello Yello. Now is anyone else wondering what all hype is about, surely this is just glorified lemonade? Coca Cola, like always have been so clever at marketing and re-branding this product that of course it feels like so much more than just another lemonade...
The website plays the chilled out 1966 song 'Mellow Yellow' to you and shows a short intro video of a cool guy putting on the music and just relaxing with this new soft drink. Although the packaging has a citrus colour scheme the whole brand quite literally feels mellow, uncomplicated and just easy-going. With its retro, 1970s cool new look and rounded, friendly typeface it seems to welcome anyone, there's nothing intimidating or off-putting about it, therefore expanding it's potential market dramatically.
Welcome back Mello Yello
http://www.melloyello.com/
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