Reinvention done right

This just in - Coke is bringing back Mello Yello.

Pepsi has had a great run with Mountain Dew so this makes good business sense.

But, the more impressive decision is the one I'm sure stirred great debate down in Atlanta at Coke hq. That was the decision to dust off the old logo and approach the re-launch with a decidedly retro feel vs. create something new, slick and modern.


There's two reasons why I think this was a brilliant call.

First, Mountain Dew is positioned as a super caffeinated, sugary-sweet soft drink that comes as close to an energy drink as soda is able. The words "mellow" and "smooth" signal something very different - and something that in light of my next point will probably be appreciated.

Second, there's an interesting trend going on right now - sort of a clashing of two polar opposites. And, I'm not sure clashing is the right word - perhaps "mingling" would be more appropriate. (because I think there's equal desire for both and one is unlikely to trump the other entirely.)


On the one hand, technology is reinventing itself at an unprecedented rate. And people - young and old - are becoming more comfortable with technological advances. There's a new gadget, app or piece of equipment every time we turn around. We're plugged in and connected 24/7. And we welcome it, most of the time.

On the other hand, there's a hearkening back to speakeasy culture, sipping dark spirits in dark rooms with dusty old novels and just soaking it all in. I'm embellishing a bit with the description, but no doubt there is a deliberate search for peace and tranquility and a new appreciation for all that is retro - from old denim to vintage tees to places that evoke feelings of nostalgia whether we lived to witness them firsthand or not.

There's never really been a time when vintage stuff wasn't cool, but it feels like it's cool in a new and different way now. Less a badge on a tee, more a search for an experience.

All the above makes Coke's call on Mello Yello branding a smart one in my book.


Original, smooth and ON STRATEGY.