COCA-COLA PROMOTES MELLO YELLO
By Adnews Staff
Toronto-based Coca-Cola Ltd. will promote the rollout of its new Mello Yello soft drink with a television advertising campaign. National distribution of the citrus-flavoured drink began earlier this month. It is sold in 591 ml and 2L bottles as well as 12-packs of 355ml cans. Television advertising will break nationally on major networks on May 6. The campaign consists of three commercials which depict challenging moments in which smooth choices must be made. In one ad, called "Father", a boy about to take a girl out on a formal date is asked by her father what his intentions are for the evening. An announcer says, "Mello Yello asks: how would you stay smooth?" Two potential responses receive a red X and the sound of a buzzer. The boy says, "My intentions are every bit as honourable as yours were when you met Mrs. Thomas." This response receives applause and the sound of a bell. The television advertising will be supported with in-store materials, a sampling program and a contest on the MuchMusic.com Web site. The advertising was created in the U.S. and adapted for Canada by Cossette Communications Group. Public relations for the launch of Mello Yello are being handled by Apex Public Relations of Toronto.