KOOL-AID FACE SEEN ACROSS THE COUNTRY
By Adnews Staff
Toronto-based Kraft Canada, maker of Kool-Aid drink mix, is launching a summer program that will find the Kool-Aid face anywhere and everywhere. "This summer, we're going to paint the country with a rainbow of Kool-Aid smiles," Kraft Canada, Kool-Aid product manager, Andrew Sneyd said. "From the Sam McBride Toronto Island Ferry to the bottom of community swimming pools, the Kool-Aid Face is everywhere." Beginning this weekend posters, billboards and transit ads in the Toronto area will begin to display the Kool-Aid smile. To complement the Kool-Aid advertising campaign, a new summer promotion called the "Get Into Stuff'" program will be running. Drinkers collect Kool-Aid points with every purchase and redeem them to "Get Into Stuff" and receive 2-for-1 offers and discounts at selected Canadian amusement parks. The Kool-Aid Face advertising campaign was developed by Young & Rubicam. Toronto Island Ferry advertising is managed by Mega Media Inc. with production and installation by Toronto Digital Imaging. The "Get Into Stuff" promotion is managed by Infield Marketing Group. The program is being supported by public relations by Strategic Objectives Inc. Kool-Aid is one of several brands of Kraft Canada, including Kraft Dinner, Maxwell House Coffee, Miracle Whip, Kraft Cheese and Jell-O.