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OH YEAH! REACTIVATING A BRAND FOR A SOCIAL MEDIA ERA
Lifting innovative self-
created content to the
“Kool-Aid Mom”
invigorates Kraft’s re-launch
of an iconic brand.
3x
Increase in
targeting
efficiency versus
legacy keywords
547%
Outperformance
of purchase
intent norm
CONNECTING TO THE "KOOL-AID MOM"
The iconic Kool-Aid® brand has an established
relationship with Mom; but as for the rest of the
family, not so much. When it came time to launch a
new tagline and unveil a new life-like CGI Kool-Aid
Man, Kool-Aid® and its partner agency VSA
Partners knew it not only needed engaging new
content and experiences for mom, but it also
needed an efficient way to engage with the “Kool-
Aid® Mom” who is more likely to engage within her
sphere of influence.
Kool-Aid®, an
American icon, has been bringing the
“Oh Yeah” to American homes for
some amount of time. The Kool-Aid
Man has been a venerable staple of its
brand image for over 70 years.
VSA Partners designs and activates brands to outperform in the modern world. VSA’s interconnected approach to strategy, design and technology helps transform and propel some of the world’s most respected brands and forward-thinking businesses.
VSA Partners designs and activates brands to outperform in the modern world. VSA’s interconnected approach to strategy, design and technology helps transform and propel some of the world’s most respected brands and forward-thinking businesses.
RIGHT CONTENT + RIGHT AUDIENCE = OH YEAH!
Kool-Aid® created a campaign designed to reach
Moms across a series of apps, sites and other digital
experiences. Having defined who the ideal
audience was for their innovative content they
turned to us to tell them where they were.
We segmented an audience of over 19 million Kool- Aid® Moms for them to target with their campaign of “random acts of fun.” Measuring campaign success by the most important of metrics— Purchase Intent—VSA Partners estimated that the campaign outperformed the purchase intent lift norm by 547%!
We segmented an audience of over 19 million Kool- Aid® Moms for them to target with their campaign of “random acts of fun.” Measuring campaign success by the most important of metrics— Purchase Intent—VSA Partners estimated that the campaign outperformed the purchase intent lift norm by 547%!
