KRAFT PROMOTES KOOL-AID MAGIC MIX
By Adnews Staff
Kraft Canada has begun promoting a new Kool-Aid product called Magic Switchin' Secret Drink mix. The orange powdered drink changes colour and flavour when mixed. National television and print advertising from Ogilvy & Mather of Toronto began running in late May. It will continue until the end of August, supported by an online promotion at <http://www.bekool.ca>. The Web site contains a game called "Solve the Mystery of Switchin' Secrets" created by Big Orbit of Toronto. Players must collect clues printed on packaging and revealed in the product's advertising. "The creative strategy behind the launch was to create a campaign that extends the mystery messaging and interactivity throughout the entire promotion," said Chris Logan-Hamilton, category business director for beverages at Kraft Canada.