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Before Mello Yello’s history began, PepsiCo’s Mountain Dew revolutionized the soft drink market in the 1960s by establishing the “citrus soda” category with its unique flavor, high caffeine content, and bold marketing.
This dominance of Mountain Dew was cutting into The Coca-Cola Company’s margins, leading the cola giant on a mission to create a worthwhile competitor.
In 1979, The Coca-Cola Company invented and launched Mello Yello.
It was a direct response to Mountain Dew’s market success.
How it got its name: Coca-Cola named its new drink after Donovan’s popular song “Mellow Yellow” in 1966 but without the w’s.
The name was also chosen to convey the mellow, smooth taste of the citrus beverage.
The yellow soda was initially test-marketed in the southeastern United States with its first slogan, “Mello Yello - The World’s Fastest Soft Drink.”
After success in its test market, it would be launched nationwide shortly after.
Mello Yello also has a connection to nuclear energy.
This is based on its original branding, which used a yellow and black color scheme.
The late 1970s and early 1980s were a period known for their heightened nuclear awareness and concern in the United States, especially after the Three Mile Island incident in 1979.
Whether good or lousy branding, it did set the citrus soda apart on the shelves.
Mello Yello has become a popular racing sponsor.
In 2013, Mello Yello became the title sponsor of the NHRA professional drag racing circuit.
Between 2013 and 2018—Mello Yello served as a sponsor for all major NHRA divisions, including:
It has sponsored well-known racers like Kyle Petty, Steve Torrence, Brittany Force, and J.R. Todd.
The Mello Yello brand has expanded its lineup with several flavor variations over the years.
These include:
Mello Yello Peach was explicitly designed to appeal to Southern regional tastes.
Mello Yello has made many appearances on the silver screen.
It appeared in the Coen Brothers’ film “The Big Lebowski,” where Jeff Bridges’ character “The Dude” purchases the drink.
Mello Yello has also been featured in multiple episodes of “The Simpsons.”
In the early 1990s, the Australian government started to go after sugary, caffeinated drinks targeting young people.
Mello Yello faced challenges due to its high caffeine content.
In response, The Coca-Cola Company introduced Lift as an alternative to Mello Yello.
Lift maintained a similar taste profile to Mello Yello but had no caffeine.
It has been a popular lemon-lime drink in that market ever since.
Mello Yello faced controversy in South Africa in the 1980s.
The South African Police used canary yellow-colored vehicles during the apartheid era.
The police vehicles’ distinctive yellow color matched or closely resembled Mello Yello’s brand colors.
The South African Police were notorious for enforcing apartheid policies and racial segregation.
The yellow vehicles became symbols of state oppression and control in South African society.
The color association created an unintended connection between Mello Yello and apartheid.
Because of this, the brand had to pull out of the country.
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