Coke Taps Ad Agency for Mello Yello

Mutt, a Portland, Ore., startup launched by three ex-Wieden + Kennedy execs, has won Coca-Cola’s Mello Yello brand after a review. It could not be determined which other agencies participated in the pitch.
Mutt’s founders are former Wieden executive creative director Steve Luker; creative director Michael McCommon and director of planning and research Scott Cromer.
Mello Yello, a citrus-flavored soft drink, has not been advertised in 17 years. Mutt’s first work is expected in March.

Mutt, which opened its doors on Feb. 14, also works for Paciugo, a Dallas-based gelato chain, and a local architect, Skylab.

“We started in the middle of this recession but there are still so many opportunities in this economic landscape,” said Luker. “Clients are really up for change: Look at Mello Yello taking a chance with a startup. We’re very optimistic.”

At Wieden, Luker worked on Nike in the U.S. and Latin America, Coca Cola, Starbucks and Target; McCommon was on Nike and Electronic Arts; and Cromer led strategy in new business efforts, helping the agency win the Coke, Diet Coke, Heineken and CareerBuilder accounts.

Before Wieden, Luker and McCommon worked together at Goodby, Silverstein & Partners, where they relaunched HP after its merger with Compaq. Prior to Goodby, the two teamed up at Hal Riney & Partners on clients like, HP, Sacramento Kings and Saturn.   

Nielsen Business Media