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

July 29, 2014
/ Print / Reprints /
ShareMore
/ Text Size+

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.
 

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.

Podcasts

Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

Beverage Industry Magazine

BI September 2014 cover

2014 September

The September 2014 Beverage Industry includes a cover story on our Wholesaler of the Year, The Odom Corp., as well as articles about single-cup and iced coffees, cconvenience store growth, vegetable flavors, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Coffee Segments

Which coffee segment will be impacted the most by coffee bean increases?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px