Kool-Aid Liquid: Oh yeah! Reigniting a brand icon

This case study describes a campaign in the US by Kool-Aid, a beverage brand owned by Kraft, which sought to convert passive awareness of the brand into sales by targeting mothers on social media.

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...

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