Remember Mello Yello? Citrus Soda Plots a Comeback


Mello Yello is also looking to stake a slightly different claim this time around, aiming to attract a more diverse audience than simply the teen consumers it targeted in the 1990s. Mr. Rondon says that while NHRA has a strong male fan base and is a good way to target males 18 to 49, it also appeals to women. The sport is also more ethnically diverse than Nascar and IndyCar, with a strong following among the African-American and Hispanic communities.

Going after a broader target market could also help the brand distinguish itself from PepsiCo’s Mtn Dew, which is extremely popular with teens and younger consumers. Last year, Mello Yello outperformed the carbonated soft drink industry, with a 3% increase in volume, according to Beverage Digest. Volume is down single digits in the first half of this year, however.

Mello Yello is the No. 3 player in the citrus category behind Mtn Dew and Sun Drop, which is marketed by Dr Pepper Snapple Group. According to Beverage Digest, Mello Yello moved 43 million cases last year; by comparison Mtn Dew moved 628 million cases.

Continue reading at AdAge.com

No Responses to “Remember Mello Yello? Citrus Soda Plots a Comeback”

Post a Comment