Coming Soon: Mello Yello’s redesign


Mello Yello is coming back. Well, it actually never left.

According to discussions taking place at Salute to Soda, BevNET, and Beverage Digest, Coke is going to be breathing new life into their long-neglected citrus brand.

Mello Yello
New Mello Yello 20 oz. design
(Source: Beverage-Digest. Used with permission)

The new designs for packaging have been spotted in a couple places on the ‘net, including some official Coke websites.

Mello Yello
New Mello Yello packaging
(Source: MyCokeRewards.com)

This citrus soda was introduced in 1979 and has had its own ups-and-downs throughout history. Anyone remember when it was featured on Tom Cruise’s car in the film Days of Thunder?

Mello Yello, Mello Yello Cherry, Mello Yello Melon
Mello Yello, Mello Yello Cherry, Mello Yello Melon
(Source: Coca-Cola Media Downloads)

In the early 2000s, Mello Yello Cherry was introduced in response to Mountain Dew Code Red… and was followed by Mellow Yello Melon.

Mello Yello Afterglow
Mello Yello Afterglow
(Source: BevReview Photo Archives)

In 2004 we saw the introduction of peach/tangerine-flavored Mello Yello Afterglow, which we really didn’t care for.

By 2005 Coke had their next Mountain Dew-killer lined up — Vault — and Mello Yello once again took a backseat, seeing regional distribution in the United States and disappearing completely from some areas.

Given all the discussion taking place lately, it would seem that Coke is once again bringing Mello Yello to the frontlines with a package redesign and additional marketing support. The company revised their trademark on the brand earlier this year. Vault is still around, but it’s been a few years now and frankly hasn’t taken off despite the heavy promotion Coke gave it upon launch. The Mello Yello/Vault combo is an interesting strategy, pushing two citrus flavors with varying amounts of caffeine into the marketplace.

Mello Yello
1979 Mello Yello logo
(Source: http://www.flickr.com/photos/slieschke / CC BY-NC 2.0)

The new packaging has been leaked via Coke’s MyCokeRewards.com website and closely resembles the original 1979 look of the drink. While the packaging is retro and Throwback-like, it seems like the same HFCS-based formula will be used. We’d be more than happy to be proven wrong on that!

The scuttlebutt has Mello Yello returning in April 2010… stay tuned!