Creativity

Kool-Aid: Kool-Aid Liquid

New campaign launches brand's new 'Liquid' mix

Published on Apr 15, 2013

Editor's Pick

We've rarely been able to see into the private life of Kool-Aid spokesperson the Kool-Aid Man, but Saatchi & Saatchi N.Y. lifts the veil on his inner self in a new campaign that shows how the sweet jug is "completely normal" and gives a damn about what other people think of him.

The new campaign, which features spots directed by Anonymous Content's Brian Billow, marks a significant makeover for the spokespitcher, who first appeared in an ad in 1954. The new, more colorful Kool-Aid Man is created via CGI, has a more sophisticated voice and developed personality -- including, of course, a Facebook page.

The brand is also launching Kool-Aid liquid, a drink mix that can be added to water to create a Kool-Aid flavor. And in June, the brand will launch a new "Photobomb" mobile app that will let you add the pitcher to your own photos.

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About

Credits

Date
Apr 15, 2013
Agency:
Saatchi & Saatchi New York
CCO:
Con Williamson
Client:
Kool-Aid
Art Director:
Alex Lea
Art Direction:
Craig Duffney
CW:
Justin Ebert
CW:
Allon Tatarka
EP:
Sheldon J. Levy
Music Producer:
Ryan Fitch
Prod. Co.:
Anonymous Content
EP:
Eric Stern
Producer:
Bettina Schneider
Director:
Brian Billow
DOP:
Eigil Byrld
Editorial:
Cut & Run
Post Prod:
MassMarket
Telecine:
Nice Shoes
Audio Production:
SOUND Lounge

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