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They Call me Mello Yello
- Thread starter Raconteur
- Start date
my friends call me Zappy
Nitro Member
As long as the check is good, who cares what they call it.
Sounds like they care a few million dollars a year Bobby. So all of the marketing geniuses want the NHRA to land a series sponsor with an "already cool" product like Patron or something. That is not how business works. Unfortunately the NHRA's appeal is worth what it is worth and it sounds like they got a huge company like Coke tied up for 3 years. Supply and demand, with a customer that has reasonably solid credit and a decent (dripping sarcasm) track record in the business world.
What do you want, Torco Race Fuels (probably a bad example but the first one that popped to mind ... and maybe somebody you've had a deal with) to sign up for $5 million a year for 10 years?
I'll respect the basis for your comment more if you'll add a bit of your thinking behind it.
Bubba
Nitro Member
d'kid
Nitro Member
Mello Yellow has been on the market for years..... I've always looked at it as a mixer, the same way I look at 7up/lemon lime. Not too bad with vodka, great to sneak ta'kil'ya in on a rookie drinkin' the first time...
still wakin' up from the meds.... been in never-never land the last three days...
they 'think' they got it all.... nothing orally, everything through the PET tube. no speaky, no goody....
d'kid
clwill
Nitro Member
I'm hoping we'll all wake up tomorrow and find out that Coke's execs just have a very lousy sense of humor. Really, Mello Yello?
Full Throttle made sense, even more sense than Powerade. Mello Yello is embarrassing.
I guess I should be of the "as long as the check cashes" crowd, but I'm afraid I can't get there. I agree with Bobby, NHRA is just a red-headed step-child for Coke. You can see them around the table going, OK, whose turn is it to get the NHRA, and they all scream "NOT IT" at the same time...
Are they going to paint the Safety Safari trucks all puke yellow? And the starting line crew all in it too?
Full Throttle made sense, even more sense than Powerade. Mello Yello is embarrassing.
I guess I should be of the "as long as the check cashes" crowd, but I'm afraid I can't get there. I agree with Bobby, NHRA is just a red-headed step-child for Coke. You can see them around the table going, OK, whose turn is it to get the NHRA, and they all scream "NOT IT" at the same time...
Are they going to paint the Safety Safari trucks all puke yellow? And the starting line crew all in it too?
vegasnitro
Nitro Member
MM
Nitro Member
One number: $167 billion + (net worth of Coca-Cola at the end of 2011).
No Indy for me this year.
clwill
Nitro Member
And another thing. Who associates "mellow" with drag racing? Is that the image we want? Calm, relaxed? That's drag racing? Pull up a chair, prop your feet up, and watch three second races?
A far cry from "Sunday, Sunday, Sunday! We'll sell you the whole seat but you'll only need the edge!" Steve Evans is doing back flips in his grave.
This is easily the most poorly thought out decision I've heard of in years.
A far cry from "Sunday, Sunday, Sunday! We'll sell you the whole seat but you'll only need the edge!" Steve Evans is doing back flips in his grave.
This is easily the most poorly thought out decision I've heard of in years.
my friends call me Zappy
Nitro Member
Registered member said:Oh, I think the count down, and the Fri. qual. 12 rule, beats this easy.
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As a huge coca cola drinker (cut back a little because of doctor imposed diet change) I am well aware that they own a crap load of drink companies, some you dont even realise until you read the bottle.
Odd choice yeah it is kind of but I can see the reasoning.
I have allways wondered why Coke does not sponsor a car or put themselves out there more but then I realised the reality, Coca-cola the brand is so big that they DON'T need to advertise strip all the labels off of a coke bottle and you still know its a coke bottle. Coca-cola has put themselves into a position where as long as they keep things the way they are with the coke drink they are set for life with no real competition to even worry about as pepsi and other cola companies have never truly been a genuine threat.
People allready buy coke by the billions everyday in fact I am drinking it right now.
For a company like coke, trying to get exposure for their lesser known brands just makes sense though they could have chosen a better product but it is how it is.
Odd choice yeah it is kind of but I can see the reasoning.
I have allways wondered why Coke does not sponsor a car or put themselves out there more but then I realised the reality, Coca-cola the brand is so big that they DON'T need to advertise strip all the labels off of a coke bottle and you still know its a coke bottle. Coca-cola has put themselves into a position where as long as they keep things the way they are with the coke drink they are set for life with no real competition to even worry about as pepsi and other cola companies have never truly been a genuine threat.
People allready buy coke by the billions everyday in fact I am drinking it right now.
For a company like coke, trying to get exposure for their lesser known brands just makes sense though they could have chosen a better product but it is how it is.
Bobby Bennett
Nitro Member
Coca-Cola for as big as it is, keeps partnering the series with dying brands instead of putting an all out effort behind their activation. If they would just put effort behind the program it would be a great sponsorship, but fot all their effort, there's not one mention of drag racing at the World of Coca-Cola, not one mention or display of drag racing.
When's the last time you saw a Coca-Cola drag racing related commercial outside of our television broadcasts?
It's not that Coca-Cola doesn't have the funds to pull off, they just choose not to.
When's the last time you saw a Coca-Cola drag racing related commercial outside of our television broadcasts?
It's not that Coca-Cola doesn't have the funds to pull off, they just choose not to.
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Buns
Nitro Member
Exactly
Bobby, I think you are expecting Coke to activate the NHRA instead of Mello Yellow. Sure, ideally the sponsorship activation would have the chance of drawing more fans into the sport, but the shear notion of a series sponsor is to expose that series' fans to the sponsor's product.
Mellow Yellow has had tag lines that include "world's fastest soft drink" and "there is nothing mello about it" and their current marketing focuses on "staying smooth and moving on to new adventures." Give the marketing guys a chance. If you ever met a big time brand manager you'd be impressed if you followed how it works. Coke has some of the best in the business, and they have some up and comers too ... and likely there is some 28 year old kid who's been handed the reins to Mello Yellow and a few other brands and he/she decided to make a roughly $10-$12 million bet on the NHRA. If they didn't think spending that money would more than return itself in sales they NEVER would have done it.
You do realize that all marketing programs have a lifespan, once you past peak you end up with diminishing returns unless some other force injects new interest.
I think we need to understand the NHRA's current standing in the world of marketing pecking order and appreciate that a company like Coke is willing to continue to sign up. Sure there is very likely some protectionism in their strategy (exclusive energy drink clause likely retained), but jeeze understand how marketing works and forget about thinking the series sponsor is supposed to prop up the series.
Mellow Yellow has had tag lines that include "world's fastest soft drink" and "there is nothing mello about it" and their current marketing focuses on "staying smooth and moving on to new adventures." Give the marketing guys a chance. If you ever met a big time brand manager you'd be impressed if you followed how it works. Coke has some of the best in the business, and they have some up and comers too ... and likely there is some 28 year old kid who's been handed the reins to Mello Yellow and a few other brands and he/she decided to make a roughly $10-$12 million bet on the NHRA. If they didn't think spending that money would more than return itself in sales they NEVER would have done it.
You do realize that all marketing programs have a lifespan, once you past peak you end up with diminishing returns unless some other force injects new interest.
I think we need to understand the NHRA's current standing in the world of marketing pecking order and appreciate that a company like Coke is willing to continue to sign up. Sure there is very likely some protectionism in their strategy (exclusive energy drink clause likely retained), but jeeze understand how marketing works and forget about thinking the series sponsor is supposed to prop up the series.
Joker
Nitro Member
Im with Bobby on this one. When Coke took over the title rights sponsor for NHRA I was like, Finally we have arrived. They are going to do great things marketing wise. As far as Im concerned, they have done NOTHING. Its been awful if you ask me. JFR and DSR do more marketing than Coke, the NHRA, or everyone else combined. Its sad.
They sponsor NHRA bc its cheap compared to other things and I dont think they really do care bc if they did, they would actually market the sport.
Now with that being said, I am happy they are willing to do it as I am sure there isint a long line, hell a short line of companies willing to do it but I'd be lieing if I said I wasnt disappointed with their marketing, or lack thereof.
And Mello Yellow does sound ridiculous.
They sponsor NHRA bc its cheap compared to other things and I dont think they really do care bc if they did, they would actually market the sport.
Now with that being said, I am happy they are willing to do it as I am sure there isint a long line, hell a short line of companies willing to do it but I'd be lieing if I said I wasnt disappointed with their marketing, or lack thereof.
And Mello Yellow does sound ridiculous.
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