We've rarely been able to see into the private life of Kool-Aid spokesperson the Kool-Aid Man, but Saatchi & Saatchi N.Y. lifts the veil on his inner self in a new campaign that shows how the sweet jug is "completely normal" and gives a damn about what other people think of him.

The new campaign, which features spots directed by Anonymous Content's Brian Billow, marks a significant makeover for the spokespitcher, who first appeared in an ad in 1954. The new, more colorful Kool-Aid Man is created via CGI, has a more sophisticated voice and developed personality -- including, of course, a Facebook page.

The brand is also launching Kool-Aid liquid, a drink mix that can be added to water to create a Kool-Aid flavor. And in June, it will debut a new "Photobomb" mobile app that will let you add the pitcher to your own photos.