THE OPPORTUNITY

Mello Yello, a once-iconic soda brand, had faded from mainstream relevance and needed a way to reconnect with its core audience while attracting new consumers. Realtree Outdoors, a brand synonymous with rugged adventure and outdoor passion, presented the perfect partner to authentically revitalize Mello Yello’s brand identity. By tapping into the shared values of both brands—heritage, adventure, and Americana—we saw an opportunity to create a compelling, highly targeted campaign that resonated deeply with outdoor enthusiasts.

THE IDEA

Forge a distinctive brand partnership between Mello Yello and Realtree Outdoors, celebrating the passion for adventure that both brands embody.

We developed a 360° campaign that spanned digital platforms and print media, ensuring maximum reach and engagement. At the heart of the campaign was David Blanton, a respected outdoorsman from Realtree, whose involvement brought authenticity and credibility to the partnership. With meticulous art direction and content creation, we crafted bold visuals and storytelling that reflected the rugged Americana spirit, reinforcing the tagline: "This is MY World." The campaign successfully rekindled Mello Yello’s connection with its core audience while introducing the brand to a new generation of outdoor enthusiasts, proving that heritage brands can evolve while staying true to their roots.