Rewind: Oh Yeah! This Was Kool-Aid Man Back in the Day
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A pitcher, personified.
The iconic Kool-Aid Man –while contemporary to famous icons like Smokey the Bear, Tony the Tiger and Lucky the Leprachaun — has always been one of the most literal ad icons. He didn’t just represent the product, he was the product. And that prompted some dark questions about what it meant when he was pouring kids pitchers of the cold red liquid on a hot day. His signature move became crashing through walls or ceilings, exclaiming “Oh Yeah!”
The Kool-Aid Man first appeared in an ad in 1954. Nearly 60 years later, he’s gotten a makeover. Publicis Groupe’s Saatchi & Saatchi and Chicago-based VSA Partners this week introduced a new campaign for the Kraft-owned brand that gives him a newer modern look. The new CGI-generated Kool-Aid Man is appearing in TV, print and digital ads with an expanded vocabulary and more-developed personality. The ads show him trying to decide which of 22 flavor “outfits” to wear, working out at the gym, buying flowers and interacting with neighbors. He still knows how to break through a wall like a pro, though.
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