Kool-Aid, a refreshment beverage, has unveiled a brand campaign called “Smile. It’s Kool-Aid.” It introduces a new look and feel for the brand and a makeover for its spokespitcher, Kool-Aid Man, all timed to the product launch of Kool-Aid Liquid Drink Mix.
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 fun personality.
Previously a costumed character, the new lifelike Kool-Aid Man is technologically advanced, CGI-generated and more interactive and colorful.
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 today, April 15, where he will interact directly with fans.
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.[ Also Read: Top 20 Digital Brand Campaigns of 2012 ]
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).
Kool-Aid is a brand from Kraft Foods Group, Inc. (NASDAQ: KRFT), which is North America’s leading consumer packaged food and beverage company, with revenues of $18 billion in 2012.