‘Kool-Aid Man’ Gets A New Look — And A Personality

Kool-Aid is unveiling a new look for its big red mascot Monday, as the powdered drink brand looks to refresh its image and tout a new liquid mix.

The Kool-Aid Man, known for busting through walls and his “Oh yeah!” tagline, will now be computer-generated and take on the personality of a celebrity trying to show he’s just a normal guy. In past ads, the character was played by an actor in foam costume and had little to say or do besides crashing through a wall with a big, smiley face.

The campaign comes as Kool-Aid plays up its liquid mix, which debuted in January and recently reached national distribution. The new mix reflects a push by Kraft Foods to adjust to changing tastes and replicate the success of its liquid flavor enhancer called MiO.
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