Kraft brings Kool-Aid man into the 21st century with new campaign

By Elaine WATSON

- Last updated on GMT

Kraft brings Kool-Aid man into the 21st century
Kraft has hired Saatchi & Saatchi New York and VSA Partners of Chicago to give Kool-Aid a “serious makeover”.

The campaign -which launches today - features a CGI-generated Kool-Aid​ Man who has “his own characteristic sound, expanded vocabulary and developed personality​”, plus his own Facebook page and an Android- and iOS-enabled Kool-Aid​ Man PhotoBomb mobile app.

Featuring the strapline ‘Smile. It's Kool-Aid’, ​the campaign has been timed to coincide with the launch of Kool-Aid​ Liquid Drink Mix,​ a sugar-free liquid drink mix users can squeeze into water. 

The 1.62 fl. oz.-sized bottles, shaped like the Kool-Aid​ Man, contain 24 servings and come in four flavors: Tropical Punch, Cherry, Grape and Orange.

Click here​ for more details.

Related topics: Beverage, Trendspotter, Manufacturers

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