OH YEAH! REACTIVATING A BRAND FOR A SOCIAL MEDIA ERA
Lifting innovative self-
created content to the
invigorates Kraft’s re-launch
of an iconic brand.
CONNECTING TO THE "KOOL-AID MOM"
The iconic Kool-Aid® brand has an established
relationship with Mom; but as for the rest of the
family, not so much. When it came time to launch a
new tagline and unveil a new life-like CGI Kool-Aid
Man, Kool-Aid® and its partner agency VSA
Partners knew it not only needed engaging new
content and experiences for mom, but it also
needed an efficient way to engage with the “Kool-
Aid® Mom” who is more likely to engage within her
sphere of influence.