App Helps Kool-Aid Reinvent Mascot

Kraft is launching Kool-Aid Man PhotoBomb, an Android and iOS app, to help push a CGI makeover of the beverage brands iconic mascot.

 The app will enable fans to superimpose images of Kool-Aid Man into their photos, moving and scaling the mascot to make it fit, and then share the resulting photos across Facebook, Twitter and Instagram.

The app is part of a larger brand campaign, overseen by Saatchi & Saatchi New York, which is intended to introduce a new look and feel for the brand, as well as its mascot, and push the launch of its Kool-Aid Liquid Drink Mix.

“This is one of those fun projects we love to work on: Bring Kool-Aid Man back, better than ever,” said Saatchi & Saatchi NY chief creative officer Con Williamson. “When we set out to do that, when we really dug in, we discovered that theres a lot to love in the evolution of this iconic character. We wanted people to get to know him a bit more. Kool-Aid and Kool-Aid Man are undeniably fun and positively bold. We wanted that happiness to shine through in his personality and attitude.”


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