Like Powerade did? It's branding. I don't think people knew much about Powerade back in the day, but its a household name now. Mello Yello has been in racing before, just not drag racing. Taking on Mt. Dew is a big challenge. They'll need more than billboards to grab much of that market share. Maybe drag racing will help them.
The Sports Business Daily article was good.
Anyhoo, hope they make a Diet version. For me, it's typically either Diet Sunkist or Diet Dew., or if I'm getting a fountain drink, mix Diet Coke 50/50 with either Dr. Pepper or Mr. Pibb (I guess they call it Pibb Xtra these days).
Cheerwine is cool (ask Chip!), but it's regional, an independent company.
