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Mello Yello

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Mello Yello
2015–present logo
TypeCitrus soda
ManufacturerThe Coca-Cola Company
IntroducedMarch 12, 1979; 43 years ago (1979-03-12)[1]
ColorChartreuse yellow
FlavorCitrus
Variants
  • Mello Yello
  • Mello Yello Zero
  • Mello Yello Cherry
Related productsVault
Mountain Dew
Surge
Sun Drop
Websitemelloyello.com

Mello Yello is a highly caffeinated, citrus-flavored soft drink produced, distributed and created by The Coca-Cola Company that was introduced on March 12, 1979,[1] to compete with PepsiCo's Mountain Dew.[2]

Mello Yello was withdrawn from Australia in the early 1990s, being replaced with the similar but uncaffeinated Lift.[3]

In South Africa in the 1980s, Mello Yello became associated with Apartheid South African Police and their notorious canary-colored vehicles.[4]

There have been three flavored variants of Mello Yello in North America. Mello Yello Cherry was released in response to Mountain Dew Code Red. The other two variants were Mello Yello Afterglow (peach-flavored) and Mello Yello Melon. All three were only available for a limited time. Mello Yello Cherry is available at Coca-Cola Freestyle machines and is still available in limited markets.

In April 2010, Coca-Cola announced new images of new packaging that it would be re-branding Mello Yello to resemble the packaging in 1979. This re-branding has included an expanded distribution of the product, into such areas of the United States that have not had the product in years, such as the Northeastern United States and the Western United States. In 2011, Mello Yello began to replace Vault on Coca-Cola Freestyle machines. The caffeine content is 49.5 mg per 12 US fl oz (355 mL) serving (139 mg/L).[5]

The national expansion ended in 2021 with Mello Yello's availability limited to the eastern part of the United States, however it is still sold as a fountain drink at various locations including Arby's and Cracker Barrel.

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Caffeine

Caffeine

Caffeine is a central nervous system (CNS) stimulant of the methylxanthine class. It is mainly used recreationally as a cognitive enhancer, increasing alertness and attentional performance. Caffeine acts by blocking binding of adenosine to the adenosine A1 receptor, which enhances release of the neurotransmitter acetylcholine. Caffeine has a three-dimensional structure similar to that of adenosine, which allows it to bind and block its receptors. Caffeine also increases cyclic AMP levels through nonselective inhibition of phosphodiesterase.

Citrus

Citrus

Citrus is a genus of flowering trees and shrubs in the rue family, Rutaceae. Plants in the genus produce citrus fruits, including important crops such as oranges, lemons, grapefruits, pomelos, and limes. The genus Citrus is native to South Asia, East Asia, Southeast Asia, Melanesia, and Australia. Various citrus species have been used and domesticated by indigenous cultures in these areas since ancient times. From there its cultivation spread into Micronesia and Polynesia by the Austronesian expansion ; and to the Middle East and the Mediterranean via the incense trade route, and onwards to Europe and the Americas.

Mountain Dew

Mountain Dew

Mountain Dew, stylized as Mtn Dew in some countries, is a carbonated soft drink brand produced and owned by PepsiCo. The original formula was invented in 1940 by Tennessee beverage bottlers Barney and Ally Hartman. A revised formula was created by Bill Bridgforth in 1958. The rights to this formula were obtained by the Tip Corporation of Marion, Virginia. William H. "Bill" Jones of the Tip Corporation further refined the formula, launching that version of Mountain Dew in 1961. In August 1964, the Mountain Dew brand and production rights were acquired from Tip by the Pepsi-Cola company, and the distribution expanded across the United States and Canada.

Australia

Australia

Australia, officially the Commonwealth of Australia, is a sovereign country comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands. With an area of 7,617,930 square kilometres (2,941,300 sq mi), Australia is the largest country by area in Oceania and the world's sixth-largest country. Australia is the oldest, flattest, and driest inhabited continent, with the least fertile soils. It is a megadiverse country, and its size gives it a wide variety of landscapes and climates, with deserts in the centre, tropical rainforests in the north-east, and mountain ranges in the south-east.

Lift (soft drink)

Lift (soft drink)

Lift is a range of soft drinks produced by The Coca-Cola Company that has been available in Australia, New Zealand, Latin America, Germany, Austria, Philippines and Eastern Europe since the 1970s, which is carbonated and flavored with fruit juice. In Australia and New Zealand, a standard bottle of Lift is lemon flavoured, whereas in Germany and other markets the default flavour is Apple.

Apartheid

Apartheid

Apartheid was a system of institutionalised racial segregation that existed in South Africa and South West Africa from 1948 to the early 1990s. Apartheid was characterised by an authoritarian political culture based on baasskap, which ensured that South Africa was dominated politically, socially, and economically through minoritarianism by the nation's dominant minority white population. According to this system of social stratification, white citizens had the highest status, followed by Indians and Coloureds, then black Africans. The economic legacy and social effects of apartheid continue to the present day, particularly inequality.

Cherry cola

Cherry cola

Cherry cola is a soft drink made by mixing cherry-flavored syrup into cola. It is a popular mixture that has been available at old-fashioned soda fountains for years. Several major soda manufacturers market their own version of the beverage, including Coca-Cola Cherry, Pepsi Wild Cherry and Cherry RC. There are also alcoholic drinks called cherry cola, containing Coca-Cola often with vodka and grenadine.

Peach

Peach

The peach is a deciduous tree first domesticated and cultivated in Zhejiang province of Eastern China. It bears edible juicy fruits with various characteristics, most called peaches and others, nectarines.

Melon

Melon

A melon is any of various plants of the family Cucurbitaceae with sweet, edible, and fleshy fruit. The word "melon" can refer to either the plant or specifically to the fruit. Botanically, a melon is a kind of berry, specifically a "pepo". The word melon derives from Latin melopepo, which is the latinization of the Greek μηλοπέπων (mēlopepōn), meaning "melon", itself a compound of μῆλον (mēlon), "apple, treefruit " and πέπων (pepōn), amongst others "a kind of gourd or melon". Many different cultivars have been produced, particularly of cantaloupes.

Coca-Cola Freestyle

Coca-Cola Freestyle

Coca-Cola Freestyle is a touch screen soda fountain introduced by The Coca-Cola Company in 2009. The machine features 165 different Coca-Cola drink products, as well as custom flavors. The machine allows users to select from mixtures of flavors of Coca-Cola branded products which are then individually dispensed. The machines are currently located in major Coca-Cola partners and retail locations as a part of a gradual and ongoing deployment.

Arby's

Arby's

Arby's is an American fast food sandwich restaurant chain with more than 3,300 restaurants system wide and third in terms of revenue. In October 2017, Food & Wine called Arby's "America's second largest sandwich chain ".

Cracker Barrel

Cracker Barrel

Cracker Barrel Old Country Store, Inc., doing business as simply Cracker Barrel, is an American chain of restaurant and gift stores with a Southern country theme. The company was founded by Dan Evins in 1969. Its first store was in Lebanon, Tennessee; the corporate offices are located at a different facility in the same city. The chain's stores were at first positioned near Interstate Highway exits in the Southeastern and Midwestern United States, but expanded across the country during the 1990s and 2000s. As of September 16, 2020, the chain operates 663 stores in 45 states.

Marketing

Mello Yello was featured in the 1990 NASCAR-based movie Days of Thunder, in which Tom Cruise's character, Cole Trickle, drove a Mello Yello-sponsored car to victory in the Daytona 500, although the product name itself is never verbally mentioned in the movie. That livery went on to become a real NASCAR paint scheme the following year, when driver Kyle Petty drove with Mello Yello sponsorship in the Winston Cup Series. He ran four seasons (1991–1994) with the sponsor before switching over to Coors Light in 1995. Mello Yello was seen as a sponsor on die-cast toy and collectible cars for both the Days of Thunder #51 Chevrolet Lumina and Kyle Petty's #42 Pontiac Grand Prix. Mello Yello also sponsored the fall Winston Cup race at Charlotte Motor Speedway through 1994.

Mello Yello was also advertised in the Nashville-based Ernest commercials in which he coined the beverage's official slogan "Make The Mello Yello Move", followed by his trademark phrase, "Knowhutimean?"

In 1982, arcade manufacturer Gottlieb created but never released an edition of their successful arcade game Q*Bert with Mello Yello livery in-play as well as proposed cabinet artwork. The game has been preserved and is playable on the MAME arcade emulator.[6]

In 2011, Mello Yello relaunched its ad campaign. The commercial featured cartoon adults who boarded a boat and made a band, singing "Mellow Yellow".

In 2013, Mello Yello became the title sponsor of the NHRA's professional drag racing circuit—the NHRA Mello Yello Drag Racing Series, as part of an extension of The Coca-Cola Company's sponsorship. Fellow Coca-Cola brands Powerade and Full Throttle had previously served as title sponsors.[7]

In December 2015, Mello Yello unveiled a new logo and packaging design, featuring a new stylized "MY" emblem in black on yellow.[8] This logo was only used for the regular variant and the Mello Yello Zero. Mello Yello Cherry and Peach continued to use the previous logo until 2017.

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Days of Thunder

Days of Thunder

Days of Thunder is a 1990 American sports action drama film released by Paramount Pictures, produced by Don Simpson and Jerry Bruckheimer and directed by Tony Scott. The cast includes Tom Cruise, Nicole Kidman, Robert Duvall, Randy Quaid, Cary Elwes, Caroline Williams, and Michael Rooker. The film also features appearances by real life NASCAR racers, such as Richard Petty, Rusty Wallace, Neil Bonnett, and Harry Gant. Commentator Dr. Jerry Punch, of ESPN, has a cameo appearance, as does co-producer Don Simpson.

Daytona 500

Daytona 500

The Daytona 500 is a 500-mile-long (805 km) NASCAR Cup Series motor race held annually at Daytona International Speedway in Daytona Beach, Florida. It is the first of two Cup races held every year at Daytona, the second being the Coke Zero Sugar 400, and one of three held in Florida, with the annual fall showdown Dixie Vodka 400 being held at Homestead south of Miami. From 1988 to 2019, it was one of the four restrictor plate races on the Cup schedule. The inaugural Daytona 500 was held in 1959 coinciding with the opening of the speedway and since 1982, it has been the season-opening race of the Cup series.

Livery

Livery

A livery is an identifying design, such as a uniform, ornament, symbol or insignia that designates ownership or affiliation, often found on an individual or vehicle. Livery often includes elements of the heraldry relating to the individual or corporate body feature in the livery. Alternatively, some kind of a personal emblem or badge, or a distinctive colour, is featured.

Kyle Petty

Kyle Petty

Kyle Eugene Petty is an American former stock car racing driver, and current racing commentator. He is the son of racer Richard Petty, grandson of racer Lee Petty, and father of racer Adam Petty, who was killed in a crash during practice in May 2000. Petty last drove the No. 45 Dodge Charger for Petty Enterprises, where he formerly served as CEO; his last race was in 2008.

Coors Light

Coors Light

Coors Light is a 4.2% (US) ABV light beer brewed in Golden, Colorado; Albany, Georgia; Elkton, Virginia; Fort Worth, Texas; Irwindale, California; and Milwaukee, Wisconsin. It was first produced in 1978 by the Coors Brewing Company. The Canadian version of Coors Light is 4.0% ABV and brewed by Molson Coors Canada Inc. in Moncton, New Brunswick; St.John's, Newfoundland; Longueuil, Quebec; Toronto, Ontario and Chilliwack, British Columbia. The parent company is the Molson Coors Beverage Company. In Australia and the United Kingdom, Coors Light is labelled as "Coors."

Chevrolet Lumina

Chevrolet Lumina

The Chevrolet Lumina is a mid-size car that was produced and marketed by the Chevrolet division of General Motors from 1989 until 2001.

Charlotte Motor Speedway

Charlotte Motor Speedway

Charlotte Motor Speedway is a motorsport complex located in Concord, North Carolina, 13 mi (21 km) outside Charlotte. The complex features a 1.5 mi (2.4 km) quad oval track that hosts NASCAR racing including the prestigious Coca-Cola 600 on Memorial Day weekend, and the Bank of America Roval 400. The speedway was built in 1959 by Bruton Smith and is considered the home track for NASCAR with many race teams located in the Charlotte area. The track is owned and operated by Speedway Motorsports with Greg Walter as track president.

Ernest P. Worrell

Ernest P. Worrell

Ernest P. Worrell is a fictional character portrayed by American actor Jim Varney in a series of television commercials and later in a television series as well as a series of feature films. Ernest was created with Varney by the Nashville advertising agency Carden & Cherry and was used in various local television ad campaigns. The only national products he promoted were The Coca-Cola Company's sodas, Chex, and Taco John's. The first Ernest commercial, filmed in 1980, advertised an appearance by the Dallas Cowboys Cheerleaders at Beech Bend Park, an amusement park near Bowling Green, Kentucky. The format of the commercials seldom varied, most often scripted to be comedic and fast-paced.

Gottlieb

Gottlieb

Gottlieb was an American arcade game corporation based in Chicago, Illinois.

MAME

MAME

MAME is a free and open-source emulator designed to recreate the hardware of arcade game systems in software on modern personal computers and other platforms. Its intention is to preserve gaming history by preventing vintage games from being lost or forgotten. It does this by emulating the inner workings of the emulated arcade machines; the ability to actually play the games is considered "a nice side effect". Joystiq has listed MAME as an application that every Windows and Mac gamer should have.

Drag racing

Drag racing

Drag racing is a type of motor racing in which automobiles or motorcycles compete, usually two at a time, to be first to cross a set finish line. The race follows a short, straight course from a standing start over a measured distance, most commonly 1⁄4 mi, with a shorter, 1,000 ft distance becoming increasingly popular, as it has become the standard for Top Fuel dragsters and Funny Cars, where some major bracket races and other sanctioning bodies have adopted it as the standard. The 1⁄8 mi is also popular in some circles. Electronic timing and speed sensing systems have been used to record race results since the 1960s.

Full Throttle (drink)

Full Throttle (drink)

Full Throttle is an energy drink brand produced by Monster Beverage. It debuted in late 2004 in the United States and Canada under its former owner The Coca-Cola Company. It is known for its sponsorship of National Hot Rod Association competitions from 2008 to 2012.

International relaunches

Limited Edition 1.5 litre bottle
Limited Edition 1.5 litre bottle

In October 2006, Mello Yello was relaunched in New Zealand as a 'limited edition' product after an absence of at least 15 years from the local market. The relaunched New Zealand version contained the original 1980s logo, and as when it was available in the 1980s included the words A Product of the Coca-Cola Company on the bottle top. This 'limited edition' release was available in 600 ml and 1.5 litre plastic bottles and contained the words Limited Edition. Only 200,000 cases of the promo product were produced in 2006 according to Coca-Cola. Mello Yello was once again relaunched to the New Zealand market in October 2007 and was available until the end of 2007. It has now been relaunched in New Zealand again as 'limited edition' for the summer months.

In late June 2011, Mello Yello was relaunched in Japan. Packaging in Japan carries a 'Smooth Taste Smooth Times' slogan and a 'Since 1983' badge on the side of cans and bottles. In Australia, the Mello Yello brand has returned during the 2012–2013 summer, with a 1980s era logo being used. In small type, the packaging says, "Mello Yello presented by Lift"; however, the contents are not Lift. Lift is also available in its 1990s-themed packaging. This Mello Yello is not caffeinated.[9] It is notable that Mountain Dew in Australia had not been caffeinated until about six months prior to this release.

In 1994, it was launched in Colombia by the Coca-Cola Company under the name of Quatro.

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New Zealand

New Zealand

New Zealand is an island country in the southwestern Pacific Ocean. It consists of two main landmasses—the North Island and the South Island —and over 700 smaller islands. It is the sixth-largest island country by area, covering 268,021 square kilometres (103,500 sq mi). New Zealand is about 2,000 kilometres (1,200 mi) east of Australia across the Tasman Sea and 1,000 kilometres (600 mi) south of the islands of New Caledonia, Fiji, and Tonga. The country's varied topography and sharp mountain peaks, including the Southern Alps, owe much to tectonic uplift and volcanic eruptions. New Zealand's capital city is Wellington, and its most populous city is Auckland.

Japan

Japan

Japan is an island country in East Asia. It is situated in the northwest Pacific Ocean and is bordered on the west by the Sea of Japan, extending from the Sea of Okhotsk in the north toward the East China Sea, Philippine Sea, and Taiwan in the south. Japan is a part of the Ring of Fire, and spans an archipelago of 6852 islands covering 377,975 square kilometers (145,937 sq mi); the five main islands are Hokkaido, Honshu, Shikoku, Kyushu, and Okinawa. Tokyo is the nation's capital and largest city, followed by Yokohama, Osaka, Nagoya, Sapporo, Fukuoka, Kobe, and Kyoto.

Mountain Dew

Mountain Dew

Mountain Dew, stylized as Mtn Dew in some countries, is a carbonated soft drink brand produced and owned by PepsiCo. The original formula was invented in 1940 by Tennessee beverage bottlers Barney and Ally Hartman. A revised formula was created by Bill Bridgforth in 1958. The rights to this formula were obtained by the Tip Corporation of Marion, Virginia. William H. "Bill" Jones of the Tip Corporation further refined the formula, launching that version of Mountain Dew in 1961. In August 1964, the Mountain Dew brand and production rights were acquired from Tip by the Pepsi-Cola company, and the distribution expanded across the United States and Canada.

Colombia

Colombia

Colombia, officially the Republic of Colombia, is a country in South America with insular regions in North America—near Nicaragua's Caribbean coast—as well as in the Pacific Ocean. The Colombian mainland is bordered by the Caribbean Sea to the north, Venezuela to the east and northeast, Brazil to the southeast, Ecuador and Peru to the south and southwest, the Pacific Ocean to the west, and Panama to the northwest. Colombia is divided into 32 departments and the Capital District of Bogotá, the country's largest city. It covers an area of 1,141,748 square kilometers, and has a population of 52 million. Colombia's cultural heritage—including language, religion, cuisine, and art—reflects its history as a Spanish colony, fusing cultural elements brought by immigration from Europe and the Middle East, with those brought by enslaved Africans, as well as with those of the various Indigenous civilizations that predate colonization. Spanish is the official state language, although English and 64 other languages are recognized regional languages.

Flavor variants

Dates of production Notes Picture
Mello Yello 1979–present The original flavor of Mello Yello. A yellow-green-colored, citrus-flavored soda that was developed and introduced in 1979.
Mello Yello Zero 2010–present The zero-calorie variant of Mello Yello that was introduced during its 2010 rebranding.
Mello Redd 1980s A red, mixed fruit flavored variant of Mello Yello. This was the first flavor variant of Mello Yello, but it was only available for a limited time in Japan.
Mello Yello Cherry 2003, 2015–present (bottles)
2011–present (Coca-Cola Freestyle)
A Cherry flavored variant that was released in 2002 alongside Mello Yello Melon in response to Mountain Dew Code Red. Unlike its competitor, it had a stronger cherry flavor. Like Mello Yello Melon, it was discontinued shortly after its introduction. However, it was brought back in 2015 and has been available in Coca-Cola Freestyle Machines since 2009.
Mello Yello Melon 2003 A green, melon-flavored variant of Mello Yello released in 2002 alongside Mello Yello Cherry. Like Mello Yello Cherry, it was discontinued shortly after its introduction.
Mello Yello Peach/Mello Yello Afterglow 2004, 2015, 2018 (bottles)
2011–present (Coca-Cola Freestyle)
An orange, peach-flavored variant of Mello Yello. It was released in three limited edition runs, in 2004 under the name "Mello Yello Afterglow", and in 2015 and 2018 under the name "Mello Yello Peach." It is currently available in the Coca-Cola Freestyle fountain.
Mello Yello Orange 2011–present An orange, orange-flavored variant of Mello Yello. It is currently available in the Coca-Cola Freestyle fountain.
Mello Yello Grape 2011–17 A purple, grape-flavored variant of Mello Yello. It was available in the Coca-Cola Freestyle fountain until 2017.
Mello Yello Limeade 2017–present A green, lime-flavored variant of Mello Yello. It is currently available in the Coca-Cola Freestyle fountain.

Source: "Mello Yello", Wikipedia, Wikimedia Foundation, (2023, January 25th), https://en.wikipedia.org/wiki/Mello_Yello.

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References
  1. ^ a b "Coke's New Drink Battles 'Dew'", Stephen Hesse On Marketing column, The Atlanta Constitution, March 12, 1979, p. 8-D
  2. ^ Andrew F. Smith (2006). Encyclopedia of Junk Food and Fast Food. Greenwood Publishing Group. ISBN 9780313335273. Retrieved 2011-12-07 – via Google Books.
  3. ^ "Mello Yello". Radio 3BA. Archived from the original on 2013-01-26.
  4. ^ Ahluwalia, Pal; Bethleham, Louise; Ginio, Ruth, eds. (2007). "Mellow Yellow: Image, violence, and play in apartheid South Africa". Violence and Non-Violence in Africa. Routledge. doi:10.4324/9780203964132. ISBN 9780203964132.
  5. ^ "Jolting News About Soda". Good Housekeeping. January 8, 2008. Retrieved April 30, 2021.
  6. ^ "Mello Yello Q*bert". MAME Reviews. Archived from the original on 2010-04-02.
  7. ^ "Mello Yello taking over as NHRA title sponsor". Sports Business Journal. Retrieved 15 July 2015.
  8. ^ "The Lowdown: Mello Yello Has New Look, Batman Cereal Debuts". Advertising Age. 6 January 2016. Retrieved 13 January 2016.
  9. ^ 2011年06月21日 11時35分. "販売終了から11年 『メローイエロー』復活 ニュー ス-グルメがテーマのオリコンランキング". Gourmet.oricon.co.jp. Retrieved 2011-12-07.
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