If you’re looking to promote a longstanding brand that may have lost some spark over the years, you might want to find those online fans still carrying the torch.
Last year, Coca-Cola Co. did just that. In April 2010, the world’s largest beverage maker relaunched its Mello Yello brand with its classic logo, new packaging and a remake of the song from which the soft drink’s name comes.
Coca-Cola also turned to social media, specifically Facebook, to attract soda fans who may not have been as familiar with the drink as those who grew up with it in the late 1970s.
“Facebook was an obvious platform to generate that teen engagement,” says Kerry Tressler, a spokeswoman for Coca-Cola.
The Mello Yello brand team quickly started exploring its options in regards to building a Facebook fan page. The team soon discovered that a page—and a group of hardcore Mello Yello fans—was already active on the site.