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coke greenlights mello yello expansion with retro look
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mello yello, coca-cola’s longtime competitor to pepsico’s mountain dew, is channeling the spirit of 1979 in an attempt to break out of its perennial also-ran status.
the new mello yello cans, which began appearing on shelves over the last few weeks, hearken back to the brand’s introduction that year with a pair of green- and light-red l’s “strolling off the edge of the can,” as coke describes it.
the somewhat retro look is part of coca-cola’s plan to expand the brand’s distribution beyond its current regional footprint. the new cans, for instance, will begin showing up in cities like philadelphia as well as in the northwest. the redesign, which replaces a look that was closer in style to the current mountain dew, is meant to appeal to teens and young adults—mello yello’s core target—but also older consumers who may remember the brand’s original packaging. mello yello’s repackaging is the first major marketing attention the brand has gotten in years. (mello yello had no appreciable spending last year, per the nielsen co., which doesn’t track online spending.)
peter clarke, ceo of product ventures, a brand strategy and design firm, said the relaunch is part of a trend in which consumers are gravitating to things that are comfortable and familiar. “people are retreating like thoreau did to walden pond,” he said. designs that tend to be simple, nostalgic or have a “retro flair” are comforting, whereas “things with an edge speak to fast pace, hectic and crazy. people are already overwhelmed quite a bit,” he added.
coca-cola is supporting the launch via out-of-home, radio and digital ads, the latter of which launch in august. one outdoor execution reads (with a nod to the british singer-songwriter donovan): “they call me mello yello.” there’s also the accompanying tagline, “the original smooth,” which appears on the can.
the company tapped new york-based design agency stag&hare for the new look, and mutt industries in portland, ore., handled advertising duties. sabrina tandon, who goes by the title senior manager of smooth, is in charge of marketing mello yello.
coke sold 27 million cases of mello yello last year versus 630 million for mountain dew, according to beverage digest. john sicher, the publication’s editor, said that mountain dew has been marketed very well by pepsico and as a result completely dominates the citrus segment, though coca-cola’s sprite is a big player in the clear lemon-lime category. “mountain dew is a very strong brand; it’s done very well,” he said. “coke is smart to try to get [into] more of the citrus segment action.”
gerry khermouch, editor of beverage business insights, an industry publication that covers the nonalcoholic beverages industry, said mello yello’s redesign is a good move. “we seem to be in a period where a new generation is discovering the 1960s/70s and flaunting peace symbols, psychedelic music styles, afros and the like,” he wrote in an e-mail. plus, flavored carbonated soft drinks have taken off in a downturn, and both coca-cola and pepsi have focused their attention there. “the big checks they were willing to write to hang onto crush is another indicator of that,” he said, referring to both companies’ decision to buy their main north american bottlers and continue distributing dr pepper snapple group brands, including the orange-flavored soda.
Source :fpc.unl.edu
Date :
13
June
2010
Category :
restaurants and Food industrie
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leading food manufacturers and retailers in the uk have committed to reducing the carbon impact of grocery packaging by 10 per cent over the next two years. in the second phase of the voluntary courtauld commitment, 28 leading food companies have agreed to move beyond solely weight-based targets to embrace goals that demand more sustainable use of resources over the entire product lifecycle.
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in a presentation today before a federal trade commission forum, grocery manufacturers association (gma) senior vice president and chief government affairs officer mary sophos outlined new data showing that children today are seeing fewer food, beverage and restaurant advertisements. and the mix has shifted to more ads that promote healthful choices. gma and its members have a longstanding commitment to help arrest and reverse obesity trends around the world, said sophos.
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tetra pak, a food processing and packaging solutions company, has revealed that uk and irish customers will now be able to use the forest stewardship council (fsc) label across the brands. the tetra pak cartons in the uk and ireland can now use paperboard sourced from fsc certified forests and other controlled sources.the company said that this development is first in europe, where a key liquid food and drink packaging manufacturer is able to launch a large scale roll out.
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the sweet spot in the beverage market, long dominated by a handful of major brand lines, has shifted to niche products that target a diverse set of consumer needs, occasions, and benefits.so what consumer needs can today’s beverages profitably quench? according to the a new report from the center for culinary development (ccd) and packaged facts, beverage trends: culinary trend mapping report, two drivers are spurring sales in the beverage market: * better-for-you - the number-one driver in the new beverage landscape, including functional, nutritional boost, and holistic wellness beverages * quality quest - including organic, local, artisan-made, and retro/nostalgic beverages cocktails, for example, are shaking it up again.
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sales in the long-established carbonated drinks segment have been flat to slightly down over the past five years, according to mintel, a leading market research company. during 2003-08, mintel estimates the regular soda segment lost 15.6 million consumers age 18 and over, and the diet soda segment only added half as many, or 7.8 million adult consumers. the chicago-based research company also found 34 percent of all adults who purchase beverages started drinking more water and fewer carbonated beverages to manage weight or other health conditions such as diabetes compared to 2006, as outlined in its "america's changing drinking habits" report (february 2009).
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as beverage groups increasingly look to launch soft drinks that can shake their often child orientated image, analysts suggest that premiumisation, packaging and health claims will be key factors in meeting this demand. however, in the second part of an article looking at opportunities for so-called sophisticated soft drinks, one company believes that taste, above all else, will be the key driver factor in differentiating its product.
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prices for food and drink have risen sharply in the uk over the last year, in a sign that higher input costs are increasingly being passed down the supply chain. food and drink prices rose six per cent in the uk in the year up to april, more than double the rate of inflation, according to a report by the organisation economic co-operation and development oecd's.
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Coca.Cola
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PEPSI
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Mcdonald
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Nestle
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Mars
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Baskin & Robins
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Nutrika
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Mumika
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Chika
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dr 
a new study on 