Beverage Industry

Kool-Aid launches new brand campaign, liquid drink mix

Kool-Aid Man gets new voice and look

April 15, 2013

Northfield, Ill.-based Kraft Foods Group Inc. unveiled a comprehensive new campaign for its Kool-Aid brand called "Smile. It's Kool-Aid," timed with the product launch of Kool-Aid Liquid Drink Mix.

As part of the campaign, Kool-Aid Man, who has been the embodiment of the brand since he first appeared in an advertisement in 1954, has undergone a physical and vocal makeover.  Physically, the brand representative has gone back to his roots, with an emphasis on his original pitcher-focused personification while playing up his fun personality. Previously a costumed character, the new Kool-Aid Man now is computer generated and more interactive and colorful than ever, the company says. In addition to his tagline, "Oh Yeah!" he now has his own characteristic sound, expanded vocabulary and developed personality, it adds. Furthermore, the character has his own Facebook page, where he can interact directly with fans.

The new campaign, produced by Saatchi & Saatchi New York and VSA Partners of Chicago, showcases the new computer-generated Kool-Aid Man on TV, in print, online and via mobile creative. The print and TV campaigns are geared toward moms and offer insight into Kool-Aid Man's personality and a first glimpse into his daily life, such as trying to decide which of his 22 flavor "outfits" to wear, working out at the gym, buying flowers, interacting with neighbors, and, true to his roots, breaking through walls.

In June, Kool-Aid will launch a new Android- and iOS-enabled Kool-Aid Man PhotoBomb mobile app, which will enable fans to superimpose different images of Kool-Aid Man into their personal photos. PhotoBomb users can move, scale and manipulate images to allow Kool-Aid Man to integrate into any photo opportunity. All photos will be shareable across all popular social media platforms, including Facebook, Twitter and Instagram.

Additionally, the newly revamped Kool-Aid website will offer fans a chance to navigate Kool-Aid Man's home, clicking through interactive portals that will link to various brand assets. The website, app and Facebook page are being developed by VSA Partners of Chicago.

Timed with the campaign launch, the brand introduced Kool-Aid Liquid, a sugar-free liquid drink mix that consumers can squeeze into water to add flavor. A 1.62-ounce bottle, shaped like the Kool-Aid Man, contains 24 servings and comes in four flavors: Tropical Punch, Cherry, Grape and Orange. Kool-Aid Liquid is available in the beverage mix section of mass market and grocery stores nationwide.

"When we conceptualized the campaign, we knew that fun and flavor needed to be at the core of everything we did," said Erica Rendall, senior brand manager at Kraft Foods, in a statement. "People know and love Kool-Aid, and the new liquid drink mix is a fun, flavorful evolution of the brand our customers love. Just as the liquid has evolved, Kool-Aid Man has a new look and attitude, and he's sure to deliver smiles to the whole family."

For more information, visit www.kraftbrands.com/koolaid or www.facebook.com/koolaid.