Mello Yello / The Coca-Cola Company. / Winning critical market share for a billion dollar beverage company.
The Brief.
Coca-Cola wanted to gain valuable market share from its biggest rival in the citrus category—Mountain Dew. To do so meant targeting the "Citrus Heartland" of America, speaking directly to the hard-working blue collar consumer.
United's challenge was in helping the brand team truly understand the demographic, change perception around the existing product range and disrupt the category via a multi-channel campaign that could be delivered within a limited timeframe and budget.
"United uncovered the potential for Mello Yello to create a brand voice and lifestyle that had been overlooked." |
— Michael Gluzman
|
Sr. Design Lead / Glacéau + Powerade + Mello Yello |
