Mello Yello soda pushes for a comeback

08/12/2013 | Advertising Age (tiered subscription model)

After its short-lived popularity as a regional brand in the 1980s, Coca-Cola's Mello Yello is launching a campaign to win back popularity on a national level. The citrus soda has partnered with the National Hot Rod Association as part of the new campaign, which focuses on product sampling. "It's a great opportunity to engage with new fans but also connect with fans who had tried it before or maybe forgot about it. There are a lot of folks who may have never tried Mello Yello, especially out West where it's not as developed," said Al Rondon, senior sports marketing manager at Coca-Cola North America Group.

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