Carbonated Soft Drinks / Beverage News

Mello Yello launches ‘Hand Picked and Refreshed’ antiquing contest

History’s “American Pickers,” Mello Yello give aspiring collectors opportunity to win Ultimate Pickin’ Experience

This summer, Mello Yello, a brand of Atlanta-based The Coca-Cola Co., is partnering with History’s “American Pickers” TV show in its hunt for handpicked antiques and collectibles and encouraging amateur pickers across the nation to share their own finds.

Mello Yello is going along for the ride as History’s “American Pickers” travels the back roads of the United States on the hunt for treasures in people’s garages, barns, basements and other places where interesting pieces of American history might be hiding. To encourage consumers to get involved in the hunt, the brand also is inviting aspiring amateur pickers everywhere to enter its “American Pickers Mello Yello Hand Picked and Refreshed” sweepstakes by showcasing their own “Ultimate Pick.”

To enter the sweepstakes, participants can upload their favorite “picks” to Twitter, Instagram or Facebook using the hashtag #handpicked and tagging @history and @melloyello. Submissions can include anything from an old autographed football to an antique found at a yard sale and will be accepted through Oct. 1.

The winning “picker” and a guest will enjoy the Ultimate Pickin’ Experience in Nashville, Tenn., which includes airfare, lodging and spending money for their own picking expedition. The grand-prize package also includes a vintage Mello Yello vending machine and a year’s supply of Mello Yello.

"We're bringing the art of picking to life by giving our Mello Yello fans a chance to show off their unique and interesting American treasures," said Racquel Mason, assistant vice president of sparkling flavors for Coca-Cola North America, in a statement. “‘The Hand Picked and Refreshed’ sweepstakes will reward one person's amazing find with an exciting opportunity to take their picking skills to the next level. And to make it even better, we'll refresh their experience with plenty of delicious Mello Yello."

Jennifer Hayes, senior marketing manager for History, added: “We couldn’t be more excited for the relationship between Mello Yello and one of our most popular programs, ‘American Pickers.’ Fans of both the show and Mello Yello share a passion for hard work, heritage and a ‘refreshing’ lifestyle. We’re looking forward to seeing all the personal ‘rusty gold’ items shared by pickers across the country.”

The brand will promote its partnership with “American Pickers” through out-of-home, radio and in-store point-of-sale displays in select markets through Oct. 1.

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