Mello Yello is coming back. Well, it actually never left.
The new designs for packaging have been spotted in a couple places on the ‘net, including some official Coke websites.
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?
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.
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!