Coca-Cola announces a Smooth.Very Smooth Citrus-Flavoured Soda in Canada

01 Apr 2002

Teenage guys across the country are discovering a drink with a confident and effortlessly in-control style - the Mello Yello® soft drink brand from Coca-Cola. Mello Yello is being launched with a marketing campaign all about being smooth. As an extension to the campaign, Coca-Cola Ltd. commissioned the Mello Yello Smooth Operator Survey that asked 16-19 year old Canadian teenage boys what makes them a smooth operator and how they make their smooth choices in life. When asked what they think makes them smooth, the majority of teens said driving a cool car, except in Atlantic Canada where playing sports was the favorite answer. When asked what would make you smooth with your friends, almost 40 per cent of boys in Eastern Canada answered season hockey tickets, while Western Canadian teens answered that being a snowboarder would make them cool. When asked what kind of date would make you smooth with the ladies, almost 80 per cent of teens responded with dinner and a movie. The Mello Yello advertising campaign will launch across major television networks on May 6. The campaign highlights the smooth choices in life and consists of three ads that provide a challenging moment for the hero. One ad called "Father" opens on a living room, with a teenaged couple about to embark on a formal date. The girl's father takes the boy aside and asks what his intentions are with his daughter for the evening. An announcer says "Mello Yello asks: how would you stay smooth?" This is followed by three options. The first two each receive a big red X and a buzzer. The third answer, "My intentions are every bit as honourable as yours were when you met Mrs. Thomas" receives applause and a bell. The Effie Award winning ads were developed in the United States and adapted for Canada in English and French by Cossette Communications Group. Other Mello Yello Smooth Operator Survey highlights included: • Over 60 per cent of teens surveyed would send flowers to catch that special someone's attention • 54 per cent of teenage boys surveyed feel that the ideal way to spend a Saturday night is hanging out with the guys • When asked: What is your favourite pick up line? The most popular answer was: Are your feet tired? Because you've been running through my mind all day. The Mello Yello Smooth Operator Survey results were gathered in a national telephone survey conducted by Acrobat Results Marketing and are based on responses from 300 16 to 19 year old boys across Canada. Mello Yello is a citrus-flavoured beverage that is slightly less carbonated than other carbonated soft drinks. It is a refreshing drink that is sweeter than lemon/lime soft drinks and not quite as "lemony." "Coca-Cola is always exploring new ideas and looking for ways to be innovative," said David Vivenes, Brand Manager, Coca-Cola Ltd. "The neon citrus soft drink category is rising in popularity and we wanted to provide our consumers with a drink that gives them a smooth, citrus taste." Look for Mello Yello wherever Coca-Cola products are sold. Mello Yello is available in 591 mL, 2 Litre and 12 x 355 mL can packs. Coca-Cola Ltd.(CCL) is an indirect wholly owned subsidiary of The Coca-Cola Company. CCL is responsible for developing new brands and enhancing existing brands specifically for Canadian consumers, which includes advertising, marketing and packaging innovation. Current Coca-Cola beverages include: Coca-Cola Classic, Diet Coke, Diet Coke with Lemon, Caffeine-Free Diet Coke, Cherry Coke, Sprite, diet Sprite, Fresca, Barq's root beer, Barq's diet root beer, Barq's cream soda, Nestea iced teas, POWERaDE sports drinks, DASANI bottled water, and Planet Java Caramocha and Javadelik iced-coffee beverages.