Mello Yello Digital Shelf

This work was executed for Coca-Cola in North America and I worked with the brand team on the product visuals, copy on the page and the below–the–fold visuals and copy as well. Communicating the content strategy and what makes best–in–class content and being the SME for online content is key to gaining alignment with your brand teams and this one turned out well in large part because the brand team was able to supply high quality digital assets once they understood what my team needed to build them a great product detail page (PDP).

A citrus soda with a high-energy visual identity is much different from other products since there aren't many functional or nutritional benefits to highlight. So, the approach with Mello Yello was to emphasize the brand elements and aspirational occasions that the target consumers identify with, while including the most relevant search terms within the copy to target search placement with the retailer algorithm.

This is a brand that doesn't typically have an abundance of assets to use for individual product assets. I was, however, able to repurpose assets from a photo shoot used in other POS applications to build the A+ page.