👀Brandwatch: Kool-Aid is cool on social media, oh yeah!

3 minute read.

Kool-Aid is a perfect example of how a 93-year-old brand continues to stay relevant by moving with the times and targeting the next generation of consumers.

Who?

KoolAid is a brand of flavoured drink mix owned by Kraft Heinz based in Chicago, Illinois. The powder form was created by Edwin Perkins in 1927.

In this article – you will learn:

  • How a classic drinks brand manages to attract a new generation of consumers.
  • How Kool-Aid includes its ‘Oh Yeah!’ slogan in almost ALL its social media.
  • How Kool-Aid targeted Gen Z with the help of rapper Lil Jon on TikTok.

The story behind the Kool-Aid Man:

  • Kool-Aid Man, “the Pitcher Man”, was created on July 10, 1954 by Marvin Potts, an art director for a New York advertising agency.
  • Inspired by watching his young son draw smiley faces on a frosted window, Potts created the Pitcher Man, a glass pitcher with a wide smile emblazoned on its side and filled with Kool-Aid. 
  • He became one of the most beloved characters in advertising history – more popular than Ronald McDonald.
  • The Kool-Aid man smashes into walls and shouts, “Oh yeah!,” and this has become one of the catchiest slogans in the USA.
  • You may have seen him make guest appearances in Family Guy and The Simpsons:
Family Guy
How cool is Kool-Aid on social media?
  • The Kool-Aid brand mascot is at the heart of its social media strategy.
  • The “Oh Yeah!” slogan features in almost all of its social media posts – each presented in a new and creative way.
Here are just a few examples:
  • The repetition drills the slogan into memory banks – like it or hate it, you will remember it!
How Kool-Aid targets Gen-Z
  • Kool-Aid actively seeks to expand its consumer base (Gen Z) ensuring that the brand stays fresh and relevant.
  • It crashes into popular Gen Z platforms, such as Snapchat and TikTok.
  • Last December, Kool-Aid debuted its first campaign on TikTok with a #OhYEAHChristmas hashtag challenge that asked people to post videos of themselves getting into the holiday spirit for a chance to win $10,000.
  • The campaign featured three holiday-themed videos with brand mascot Kool-Aid Man and rapper Lil Jon on the TikTok @koolaidmanofficial account.

While the essence of the iconic Kool-Aid man remains the same, its tone of voice and the platforms it utilises have all been updated to keep up with a new generation of fans.

He went from a traditional and family-friendly character:

To a butt-shaking, sassy and ‘in your face’ timeless icon that can now even be considered as a rapper👇:

@koolaidmanofficial

@skinnyboykenny just made us the most jammin’ jingle! OH YEAH🔥 Show Kool-Aid Man how you jam! #fyp #foryoupage #foryou #koolaidjammers #koolaid

♬ MY KOOL AID JINGLE – KENNY DA RAPPER🪐

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