5/1/2013
Kraft is launching “Smile. It’s Kool-Aid,” a multifaceted marketing campaign to revive the Kool-Aid brand and promote its new liquid drink mix product line.
The iconic Kool-Aid man, originally introduced in 1954, has been upgraded from a costumed character to a CGI-generated interactive mascot. He has expanded beyond his “Oh yeah” tagline to having a fully developed personality, which includes his own Facebook page.
While the social media and digital efforts target teens, the print and TV campaigns are targeting moms, by relying on nostalgia for the Kool-Aid Man and showing him in everyday moments, such as working out at the gym and buying flowers.
The Android and iOS-enabled Kool-Aid Man mobile app lets users superimpose different images of Kool-Aid Man into their personal photos and that are shareable across all social media platforms.
The new campaign was produced by Saatchi & Saatchi New York and VSA Partners of Chicago.
SOURCES: Kraft, Erica Rendall, Senior Brand Manager, 3 Lakes Dr., Winnetka, IL 60093; 847-646-2000; erica.rendall@kraft.com; www.kraft.com.
Saatchi & Saatchi New York, Con Williamson, Chief Creative Officer, 375 Hudson St., New York, NY 10014; 212-463-2000; conway.williamson@saatchiny.com; www.saatchiny.com.
VSA Partners of Chicago, Jamie Koval, 600 W. Chicago Ave., #250, Chicago, IL 60654; 312-427-6413; info@vsapartners.com; www.vsapartners.com.
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