Kool-Aid Liquid: Oh yeah! Reigniting a brand icon
Kendall Flynn and Nicholas Cavet
Campaign details
Brand owner: Kraft Foods GroupAgency: VSA Partners (primary); Starcom Mediavest (media)Brand: Kool-Aid LiquidCountry: The United States
Executive summary
The Kool-Aid brand had become a punchline.
Kool-Aid has enjoyed cultural ubiquity thanks to occasional appearances of the Kool-Aid Man over the last 60 years. This had been most recently reinforced by a sporadic role on Fox's Family Guy. Unfortunately, extraordinary levels of passive awareness did not readily translate into demand for the product, as the brand suffered...