Kool-Aid Man Returns in Race Against Soda

Kool-Aid senior brand manager Gregory Nesmith said the brand is leveraging its mascot’s familiarity and likeability to create a touch point with consumers. “He is someone who we know is a fun, loving smile maker,” Nesmith said, adding that the new ads introduce the Kool-Aid Man to younger consumers while reconnecting with those already familiar with the mascot. “The insight is this idea of affordable family smiles. Consumers are looking for fresh beverage ideas and they’re doing more with less,” he said.

The campaign also is part of Kraft's strategy to position its large, iconic brands against private label. In an earnings call last week, CEO Irene Rosenfeld said value marketing behind Kraft powerhouses, such as Kool-Aid, Macaroni & Cheese and Jell-O, has done “exceptionally well.”

BrandWeek