After dwindling to limited regional availability for more than a decade, Mello Yello rebranded and was ready to reach a new, younger generation. One of the first orders of business was to bring Mello Yello into the digital age by establishing the brand in social media.
A character sketch was developed to illustrate a fun brand voice that brought to life Mello Yello’s smooth, laid-back sensibility. This internal document guided the tone of conversations the brand had online with its fans, and it served as a reference point for both original and repurposed content.
These efforts in conjunction with the launch of the Retro Smooth Generator, a custom Facebook application that allowed users to add retro filters and fashion accessories to their photos, resulted in the brand surpassing its initial goals one month into the project. The Mello Yello Facebook community would grow to more than 100,000 fans in its first year, and the Mello Yello Twitter account received the coveted Verified status within 18 months.
Mashable named Mello Yello as one of its 6 Most Innovative Social Media Campaigns of 2011.