Mello Yello is the title sponsor of the National Hot Rod Association drag racing series. The "fastest sport in the world" draws a surprisingly diverse, and surprisingly large, fan base.

We created social content including Twitter, Instagram and Spotify playlists to support live activations at NHRA races and generate Mello Yello brand love for fans of the sport. We also promoted a limited-edition can redesign that used shared equity of another beloved lifestyle brand for this target, RealTree camouflage.