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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Apr 15, 2013
Saatchi & Saatchi New York
Chief Creative Officer:
Con Williamson
Art Director:
Alex Lea
Art Direction:
Craig Duffney
Justin Ebert
Allon Tatarka
Executive Producer:
Sheldon J. Levy
Music Producer:
Ryan Fitch
Production Company:
Anonymous Content
Executive Producer:
Eric Stern
Bettina Schneider
Brian Billow
Director of Photography:
Eigil Byrld
Cut + Run
Post Production:
Nice Shoes
Audio Production:
SOUND Lounge

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