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Kool-Aid launches new ad campaign coinciding with new drink mix

NORTHFIELD, Ill. — Kool-Aid, a Kraft Foods brand, announced today the launch of a new multimedia campaign to reintroduce the company's iconic Kool-Aid Man "spokespitcher" that will coincide with the release of a new liquid drink mix available on store shelves now.

Kool-Aid Man, who has been the embodiment of the brand since he first appeared in an advertisement in 1954, has undergone a makeover with a new modern look and distinctive voice. The new look will have an emphasis on his original pitcher-focused personification. Previously a costumed character, the new life-like Kool-Aid Man is technologically advanced, CGI-generated and more interactive. 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.

The new campaign was produced by Saatchi & Saatchi New York and VSA Partners of Chicago. It 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, interacting with neighbors and of course, breaking through walls.

"This is one of those fun projects we love to work on: Bring Kool-Aid Man back, better than ever," said Saatchi & Saatchi NY chief creative officer Con Williamson. "When we set out to do that, when we really dug in, we discovered that there's a lot to love in the evolution of this iconic character. We wanted people to get to know him a bit more. Kool-Aid and Kool-Aid Man are undeniably fun and positively bold. We wanted that happiness to shine through in his personality and attitude."

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 and the photos will be shareable across popular social media platforms, such as Facebook, Twitter and Instagram.

The campaign has been timed with the addition of new Kool-Aid Liquid, a sugar-free liquid drink mix that you squeeze into water to add Kool-Aid flavors. Kool-Aid Liquid is sold in 1.62-fl.-oz. bottles shaped like the Kool-Aid Man, and provide 24 servings. Kool-Aid Liquid is available in tropical punch, cherry, grape and orange. It is available in the beverage mix section of grocery stores and mass-market retailers nationwide.


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