Kool-Aid launches gives its iconic pitcher a serious makeover in its new multimedia campaign

Kool-Aid has come out with a new global campaign dubbed Smile. It’s Kool-Aid which gives the brand a new look and reinvents its trademark Kool-Aid Man, all to boost the launch of its new product – Kool-Aid Liquid Drink Mix.The Kool-Aid Man, which has characterized the brand since appearing for the first time in an ad back in 1954, has been given a serious makeover with a new, modern look and a different voice.Besides his characteristic phrase Oh yeah! he now has his very own signature sound, an expanded vocabulary and lots more personality – and like any other celeb, the Kool-Aid Man has his own page on Facebook.The multimedia campaign created by Saatchi & Saatchi New York and VSA Partners of Chicago will be seen in print media, television, online and on mobile media. In print and television, the campaign will target moms, and will give a preliminary idea of the Kool-Aid Man’s new personality and a first glimpse at his everyday life.”This is one of those fun projects we love to work on: Bring Kool-Aid Man back, better than ever” said Con Williamson, chief creative officer at Saatchi New York. In June, Kool-Aid will lanch an app for mobile phones called Kool-Aid Man photobomb, available for the Android and the iOS systems, which will allow fans to superimpose different images of the Kool-Aid Man on their own photos.“Just as the liquid has evolved, Kool-Aid Man has a new look and attitude, and he’s sure to deliver smiles to the whole family” said Erica Rendall, senior brand manager at Kraft Foods.