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Issue Date: Vol. 50, No. 7, July 2010, Posted On: 6/24/2010

New Mello Yello Packaging Features Retro Graphics

Tim Sanford
Mello Yello, new Mello Yello graphics, vending business, Coca-Cola Co., Coke, vended cold drinks

MelloATLANTA -- Mello Yello, Coca-Cola's citrus-flavored soft drink long popular in many regions of the country, is expanding its geographic reach and sporting a redesigned package.

Coke reports that Mello Yello has been widely available in the Midwest and Southeast United States, and now is expanding into additional markets. Mello Yello fans can expect to find the brand in places like Philadelphia and the Northwest as early as this summer.

Mello Yello was introduced more than 30 years ago, and the new package graphics reflect the era of its launch. New York-based design agency Stag & Hare recreated the original "playful tilt" of the green and orange logo, but depicted the pair of Ls strolling off the edge of the label. Bubbles symbolizing citrus flavor and stylized fruit images float in the signature yellow background behind the Mello Yello logo.

The soft drink is rolling out with the new packaging in 20-fl.oz. PET bottles as well as 2-l. bottles and Fridge Packs (12x12-fl.oz. cans); 16-fl.oz. PET bottles and 20-can packs will be available in select locations.

Coke sold 27 million cases of Mello Yello last year versus 630 million for Mountain Dew, according to Beverage Digest.

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