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Posted on 04.23.2013

The Loveable Kool Aid Pitcher Gets a New Look

Many companies wonder if their logos and brand graphics need a fresh look after a number of years. Do we need to rebrand or simply tweak our current brand in order to remain relevant? Sometimes a brand tune up is all a company needs.

While I'd prefer to focus on Kmart's radical attempt to make its brand more hip and relevant (the brilliant and hilarious online ad that promotes shopping for Kmart products online, which resulted in a media frenzy and almost 15 million YouTube views in the last week) but some people have taken offense to the ad, so I'll stay on safe ground and discuss a less radical but still relevant rebranding effort...the Kool Aid Man.

Starting in the 1960s, children grew up watching the iconic gigantic pitcher of red Kool Aid crash through doors and walls. This beloved mascot is definitely recognizable and possesses a lot of brand equity so it's no wonder Kool Aid chose to keep its beloved mascot and simply update the look. The company is retiring the human suit and replacing with it with a technologically advanced GCI character that has a colorful personality, a distinctive new voice and a more robust vocabulary to increase the "mom appeal."

The new look launched this month in conjunction with a new brand campaign called "Smile, It's Kool Aid" and included new television ads and a Kool Aid man Facebook page, providing followers with games and giveaways in order to keep customers engaged.

Like I mentioned, the company is by no means abandoning the brand that made it the most popular flavored drink mix. The company reports that the newer, slicker, more well-spoken Kool Aid man will continue to bust through walls. Oh Yeah!


Robin Embry is a Vice President at Lovell Communications. You can view more of Robin’s blogs here. Connect with Robin at robin@lovell.com

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