Mello Yello is a citrus flavored soft drink that, in countries that permit it, has a very high caffeine content. It is a product of the Coca-Cola Company.

The undisputed market leader in this market segment is PepsiCo's Mountain Dew. Coca-Cola responded with Mello Yello. While it is greatly outsold, the product allows Coke to compete in this segment.

The original marketing theme for Mountain Dew was a hillbilly one. Coke counter marketed by emphysising the urbane jazz related Mello Yello. However when Pepsi switched Mountain Dew to a so-called extreme sports theme, this panicked Coke, which changed Mello Yello tag line to "there is nothing mellow about it" and placed extreme sports characters on the packaging. Coke then launched Surge, which was a similar flavored soft drink but green colored and without the "mellow" name. The intent was to replace Mello Yello, but this was not successful and Mello Yello is still produced.

A diet version is available in some markets.

External links

• Mello Yello brand information from Coca-Cola website