KRAFT OFFERS KOOL-AID SMILES ALL AROUND
By Adnews Staff
Toronto-based Kraft Canada is breathing new life into its Kool-Aid brand of juice. The company has launched a campaign for the brand that will use traditional and non-traditional media to target new and current drinkers Kool-Aid. The campaign will use TV and radio ads to promote two new flavors: the Kool-Aid Mega Mountain Twists and Slushies frozen drink mix. In Toronto, painted wall murals will appear throughout the city, an entire painted bus will run along a busy route in the city and billboards will be placed along a major highway. In addition, there will be posters in bus shelters and subway stations. In Vancouver, the Kool-Aid smile will be seen on superboards on the city's rapid transit system. The Kool-Aid smile will also appear on the bottom of a swimming pool in Toronto and on sailboats on Lake Ontario. Kool-Aid merchandise such as fridge magnets, posters, beach towels and water bottles will be given away at community events. The campaign was created by Young & Rubicam of Toronto. Cohn & Wolfe of Toronto is handling PR.