KRAFT'S KOOL-AID SMILE RIDING THE RAILS
By Adnews Staff
The first of ten VIA Rail Canada Kool-Trains hit the rails yesterday, launching Toronto-based Kraft Canada's summer 2000 marketing program for its Kool-Aid brand. The ten trains will be travelling across Canada for the next four months with the signature Kool-Aid face featured on their sides. In addition to the trains, the Kool-Aid face campaign will run on transit shelters and billboards, in swimming pools and on sail boat sails as well as in additional locations throughout the summer. The 2000 program also includes national television and print advertising from Young & Rubicam and Media Edge of Toronto. Two 30-second spots will mark the return of the Kool-Aid man character. The first spot, "Billboard," combines the Kool-Aid man with the face campaign and will include a tag for the train promotion. The second spot promotes Kool-Aid's new Kool-Tea drink mix, a flavored ice tea drink. Television will be supported with print advertising launching mid-May. A consumer contest in partnership with YTV and kidsworld magazine will offer kids the chance to win a Kool-train party for their class, while a "Spot the Kool-Train Contest" with TV Guide will award a family a trip anywhere VIA Canada travels. Also included in Kraft's 2000 marketing program is the "Get Into Stuff with Kool Points" program in which kids collect points to redeem them for merchandise and discounts at selected amusement parks. A team of Kool-Aid kids the Kool-Aid man will be visiting amusements parks across the country as part of a sampling program for Kool-Tea. InField Marketing is handling the sampling program. The 2000 Kool-Aid program is being supported with public relations activities by Strategic Objectives of Toronto.