The 30-second spot shows a group of kids riding around with a hip-looking, computer graphic-styled Kool-Aid Man at the wheel of a retro-fitted 1959 Cadillac complete with backseat swimming pool. As a kid in the front seat hits Kool-Aid selections on a drink dispenser in the dashboard, the background changes to vivid colors matching the choices.
"Cruisin' with the big man" is the theme.
"Our goal was really to rejuvenate Kool-Aid Man, make him more cool, more hip, more likable," said John LeBoutilliere, senior brand manager. "We're moving him from an icon to the star of the advertising."
BACKS REGULAR KOOL-AID
The ad, to run on kids programming, backs regular Kool-Aid and its Island Twists extension. Mega Mountain Twists, a new blended powder drink of berry flavors, will get its own spot not yet produced, the executive said.
Kraft also will run ads aimed at mothers, continuing last year's theme of "Gimme some of that smile," along with African-American advertising themed "How do you like your Kool-Aid?" from UniWorld Group.
Mr. LeBoutilliere said spending would be consistent with last year or even slightly higher.