Challenge: Kool-Aid was launching a new carbonated beverage called Sparklers to an uncharted age group for the brand—young teens. They needed some brand iconography for social use. This meant Kool-Aid Man would have to age up without losing his iconic young at heart, full-jug attitude.
Visual solution: A combination of hand-drawn typography, extra-clean line art with bold, contrasting colors, and an offbeat photography style gives young teens easy tools to share the fun of new Kool-Aid Sparklers. And, like Kool-Aid man, break down the walls that stand in the way of forming meaningful connections. Oh Yeah!
[ Agency work at mcgarrybowen Chicago ] Copywriter: Greg Garrod