Oh, yeah! Kool-Aid Man gets a makeover

Kraft is looking for a brand update as it pushes a new liquid version of the drink to consumers.

By Kim Peterson Apr 12, 2013 3:50PM
Handout photo from Kraft Foods Group Inc. showing the new computer generated Most children would scream in terror if a giant talking pitcher of Kool-Aid crashed through the wall. But the drink-mix brand used that image for years, and the Kool-Aid Man is now famous for his love of flying bricks and his guttural, "Oh, yeah!"

That's about to change. Kraft Foods (KRFT) is unveiling a new Kool-Aid Man Monday. He's now computer-generated, he wears his flavors like clothing, he talks and even has a bit of a sense of humor.

A new commercial shows a crystal-clear Kool-Aid Man stepping out of the shower and picking an outfit from a pantry of different Kool-Aid mixes, the Associated Press reports. "I put my pants on one leg at a time," he says. "Except my pants are 22 different flavors. I've got grape pants, I've got watermelon pants."

Kraft nods to the past in the commercial, showing the Kool-Aid Man leaving for work by crashing through his front door and waving to the shocked kids riding their bikes nearby.

The company is giving the Kool-Aid Man a makeover as it promotes its new liquid Kool-Aid mix. You squeeze the new mix, which comes in tropical punch, orange and cherry flavors, directly into a glass of water. The idea is similar to Kraft's MiO liquid mix, which as been surprisingly popular since it was introduced. Coca-Cola (KO) is going for the same effect with its Dasani Drops.

Even before Kool-Aid Man's official unveiling, people had plenty to say about him on Twitter. Here are a few of the comments:

"Just a little creepy? Oh yeah!"

"Getting rid of the 'Oh yeah!' tagline is a huge mistake."

"Is this the new Kool-Aid Man? He just kind of looks like a kid with a pot belly."

"He's still pudgy, sugary and artificial."

More on moneyNOW

Apr 12, 2013 4:15PM
Have we as a society become so sensitive that we have to change all our popular icons to meet modern sensibilities.  OMG!  Next we will have the Pillsbury Dough Boy wearing pants because his non-existent wee wee is showing.  Really?! has it come to this, are we that ridiculous that we cannot teach our childen the difference between a real person and a fiction character?
Apr 12, 2013 4:08PM

Oh, NO!!!!!!!! Leave him the way he was !!!

Apr 12, 2013 4:15PM

Hey Kraft.  I don't know how much companies like you pay to the ad wizards who come up with these ideas but all I can say is "OH NO!"  Once again I bet you'll find out this was the wrong thing to do.  Why change what works?  It's not like crashing through a wall and saying "OH Yeah" could ever become dated.  However you have already spent probably millions of dollars paying "educated" people to fix once again what wasn't broken to begin with.  Good Luck with that.

Apr 12, 2013 4:29PM

OH, NO!  He was one of my favorite childhood icons.  I remember my mother making it a point to measure out the sugar when she'd let us make it because once me and my sister mistakenly both put in a cup of sugar and my mom thought we'd made it extra sweet on purpose. (Reminds me of a Three Stooges episode about putting yeast in beer!)  We used to take a huge gulp after running outside on a hot summer day and say "oh yeah!". Different flavored PANTS?!  That marketing team should be FIRED.

Apr 12, 2013 5:00PM
Don't  screw with the Kool aid man. He is perfect the way he is.   Ps Leave Koolaid alone too. Don't mess with success.
Apr 12, 2013 4:54PM
Yeh, sometimes change isnt always good. Keep the original, like the saying goes, if it aint broke, dont fix it.
Apr 12, 2013 5:09PM

Didn't 'COKE' try to reinvent its self a few years back?

Disastrous results, "Oh Yeah"!

Apr 12, 2013 5:05PM
I guess next the Fruit of the Loom guys will be computer animated.  I loved the Kool-Aid Man commercials from the 1970's.  I never thought he was creepy.  I still have my Kool-Aid Man Atari game that I got from saving points from the drink packets.  Him crashing through the wall is so iconic that it would be crazy to change that. 
Apr 12, 2013 4:34PM
Apr 12, 2013 4:50PM

Before the Kool-Aid man there was the Kool-Aid kids (Kool-Aid, Kool-Aid tastes great!  Kool-Aid,Kool-Aid can't wait!)

Apr 12, 2013 4:04PM
His pants are flavored? Where can I get some?
Apr 12, 2013 6:17PM
what's next a skinnier dough boy, a non-black aunt jamima, what about a make over for the quaker oats guy, he needs it.
Apr 12, 2013 5:39PM

How will we pass on r childhd memories if the manufactures our destroying them?  thats why ur losing money keep the icon alive. We were not afraid of him then so why now? I know melash won't be happy....ur giving the grim reaper life



Apr 12, 2013 6:00PM

Don't fix it, if its not broken!!!!

Apr 12, 2013 4:14PM
no big deal... they have been selling flavored panties for years...
Apr 12, 2013 6:57PM
Apr 12, 2013 7:07PM
This is a bad idea---change for the sake of change is what happened to bell bottom pants and Laugh-In and spiral perms.  I loved them all but change made them disappear.  LEAVE KOOL-AID man alone!!
Apr 12, 2013 6:32PM
Apr 12, 2013 8:03PM


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