The New Kool-Aid Man: Sensitive, Pants-less, and "More Human"
Earlier this month, Kraft Foods revealed that it was updating one of its most beloved mascots, the Kool-Aid Man. Gone are the halcyon days of a giant, anthropomorphic pitcher busting through walls and shouting a guttural "OH YEAH!" In the future, we'll be treated to a more "human" mascot that the company is hoping we'll "connect" with.
One must wonder how much common ground Kraft thinks the average human has with a talking pitcher of fruit-flavored sugar water. Though, since we're almost 90% water, maybe we have lots in common! Regardless, will giving him a personality change the way consumers view the Kool-Aid brand?
Check out one of the new commercials and see for yourself:
According to Deloitte's annual American Pantry Study, consumers' brand loyalty has dropped for the third year running, suggesting that more people are buying store brands and generic products in lieu of big brand names. In order to regain their customer base, brands like Kraft are having to pull these kinds of stunts in order to get our attention. But is a mascot update enough to combat that trend?
What are you thoughts on the new Kool-Aid Man? Has he gone soft? Or do you want to invite him to the dinner table? Overall, do you take it personally when a brand changes a mascot? Does a mascot even play a role in the brands you choose? We want to know! Tell us your thoughts in the comments below.
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