Kraft Launches Expansive Brand Campaign

Kool-Aid, the iconic refreshment beverage that has stood for fun and flavor for generations, unveils a comprehensive brand campaign called "Smile. It's Kool-Aid," which introduces a new look and feel for the brand and a makeover for its famous spokespitcher, Kool-Aid Man, all timed to the product launch of Kool-Aid Liquid Drink Mix.

 

"When we conceptualized the campaign, we knew that fun and flavor needed to be at the core of everything we did," says Erica Rendall, senior brand manager at Kraft Foods. "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."

 

Kool-Aid Man, who has been the embodiment of the brand since he first appeared in an advertisement in 1954, has undergone a serious makeover with a brand new modern look and distinctive voice. Kool-Aid Man has gone back to his roots for his updated look, with an emphasis on his original pitcher-focused personification but playing up his undeniably fun personality. Previously a costumed character, the new lifelike Kool-Aid Man is technologically advanced, CGI-generated and more interactive and colorful than ever. In addition to his iconic tagline "Oh Yeah!" he will now have his own characteristic sound, expanded vocabulary and developed personality. And like any digitally-savvy celebrity, Kool-Aid Man will have his own personal Facebook page, launching on April 15, where he will interact directly with fans like never before.

 

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

 

In June, for the first time ever, 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 seamlessly into any photo opportunity. All photos will be shareable across all popular social media platforms (Facebook, Twitter and Instagram).

 

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

 

Timed to the campaign launch, the brand introduces Kool-Aid Liquid, a sugar-free liquid drink mix that you squeeze into water to create delicious Kool-Aid flavor. The 1.62 fl. oz.-sized bottles, shaped like the Kool-Aid Man, give you the power to carry 24 servings with you in your purse or pocket. Available 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.

 

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