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Kool-Aid Man gets infused with bubbles in new campaign for Sparklers


By Kyle O'Brien, Creative Works Editor

May 15, 2018 | 3 min read

Kool-Aid Man is done breaking through people's walls to promote his eponymous flavored drink mix, at least for a new campaign for Kool-Aid Sparklers.

Kool-Aid Man

Kool-Aid Man for Sparklers

While the pitcher-shaped character still rumbles out his signature phrase, "Oh yeah," he finds himself in more relaxed situations in a series of 15-second spots and social media activations by Mcgarrybowen.

The latest creative campaign featuring the iconic man in red promotes Sparklers, a new beverage for older kids and teens that combines the traditional flavors of Kool-Aid with bubbles in a sleek can.

To reach teens, a new audience segment for the brand, the new campaign creative leverages popular teen content trends like unboxing videos and drones to break through with a social-obsessed audience. In one spot, a drone piloted by a teen lands in Kool-Aid Man's pitcher, making bubbles, while another finds him unboxing a hand mixer, then using it to stir up some bubbles in his pitcher.

On the social front, Kool-Aid Man is also crashing relevant platforms like Snapchat and Giphy to reach teens in the places they frequent. The brand is launching two new and interactive lenses on Snapchat and putting Kool-Aid Man gifs on the Giphy keyboard to drive continued relevance with teens.

Snapchat lenses and filter will be available to teens 13-17 now through September 15, and users can enjoy the Snapchat lenses and filters in three ways: by pointing their camera outwards to find Kool-Aid Man dancing and bubbling wherever they are; point the camera inwards to their faces to see bubbles coming out of their mouths; and a static filter to promote new Kool-Aid Sparklers.

To view the videos, click on the Creative Works box below.

Kool-Aid: advert-body-2 by McGarryBowen

By Kool-Aid

Overall Rating 3/5

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