Kool-Aid Man gets new look to appeal to youth

Kool-Aid Man's head is shrinking because Kraft General Foods figures kids today don't dig him so dumpy.For well over a decade Kool-Aid has been represented graphically by the familiar jug-bodied monstrosity who had a habit of crashing through walls.The new Kool-Aid...

Kool-Aid Man’s head is shrinking because Kraft General Foods figures kids today don’t dig him so dumpy.

For well over a decade Kool-Aid has been represented graphically by the familiar jug-bodied monstrosity who had a habit of crashing through walls.

The new Kool-Aid Man has longer arms, longer legs, and the smiling jug that once made up his entire torso has been relegated to his shoulders, giving him a leaner, more sporting image.

‘We’ve essentially updated him,’ says Stephen Flatt, senior product manager at kgf Canada.

He explains that the tubbier character was designed to appeal mainly to four- to six-year-olds, while the new one is directed more at six- to 12-year-olds.

‘We’ve made him more action-oriented,’ says Flatt, adding it is expected the new marketing will still attract the younger kids.

‘What we’ve done is a recognition of research that shows kids aspire older, as everyone who does kids marketing knows.’

On new packaging for the Kool-Aid products, created by Plewes Bartouche Design in Toronto, the trimmer Kool-Aid Man will be seen participating in a variety of popular sports.

The redesign coincides with a flavour change across the Kool-Aid product line which includes unsweetened, sugar sweetened and sugar free products. The new flavours have inspired a minor name change to Super Fruity Kool-Aid.

A sub-line of new tropical flavours called Island Twist will include Orange Pineapple, Kiwi-Lime and Mango-Berry flavoured drinks.

Also new is the Kool-Aid Get Stuff program developed by Azimuth Marketing of Toronto. It’s a new version of the nearly decade-old Wacky Warehouse program that allows children to redeem vouchers from Kool-Aid packages for items popular with kids such as the Sega Pocket Arcade, pog, and a slimy new Mattel product called Smell My Gak.

tv advertising supporting the flavour improvment and the Get Stuff program is being created by Young & Rubicam, Toronto.

The Get Stuff program will also be promoted in-store, in Kid’s World Magazine and through dm.