Dive summary:
- Kool-Aid has teamed up with Saatchi & Saatchi New York and VSA Partners of Chicago to recreate the image of the iconic Kool-Aid Man mascot.
- The new Kool-Aid Man, completely computer generated, is toned down, slimmer, and has a regular-Joe voice; this is in contrast to the boisterous, round, Kool-Aid Man of yore who burst through walls to greet thirsty children yelling "Oh yeah."
- The rebranding of the mascot is part of Kool-Aid's campaign for it's new sugar-free drink mix; the brand has even created a Facebook page for the new Kool-Aid Man.
(Image credit: PR Newswire)
From the article:
"Brand mascots, while once a huge part of what carried brands and their image, have fallen to the side in the digital age. Brands who want to modernize their mascots have put them on social media, like Mr. Clean on Twitter, or have made them actual people, like the Wendy’s girl who now appears as an actual girl in TV spots."
