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