Mello Yello boasts a dedicated fan base in the green drink category, yet the brand sought a distinctive edge. The answer: a strategic partnership with RealTree Outdoors, marking the kickoff of the re-brand and the "This is MY world" campaign. Emphasizing the MY initials of Mello Yello, we curated ad objects centered around scenarios where Mello Yello enthusiasts would naturally be found. In collaboration with RealTree, we tailored the packaging to feature both a traditional camo pattern and a snow camo pattern. These special editions, introduced seasonally, garnered immense popularity. For our photoshoot, we enlisted talent alongside renowned hunting influencer David Blanton, infusing the brand with credibility and gravitas in the outdoor space.