Madison.com wrote:
Kool-Aid is unveiling a new look for its big red mascot Monday, as the powdered drink brand looks to refresh its image and tout a new liquid mix.
The Kool-Aid Man, known for busting through walls and his "Oh yeah!" tagline, will now be computer-generated and take on the personality of a celebrity trying to show he's just a normal guy. In past ads, the character was played by an actor in foam costume and had little to say or do besides crashing through a wall with a big, smiley face.
[...]
Erica Rendall, senior brand manager at Kraft Foods Group Inc., says the new ads are intended to fill in the blanks in Kool-Aid Man's character so people can relate to him.
"He said a few things here and there (in the past), but he really didn't have a developed personality," she said.
The Kool-Aid Man, known for busting through walls and his "Oh yeah!" tagline, will now be computer-generated and take on the personality of a celebrity trying to show he's just a normal guy. In past ads, the character was played by an actor in foam costume and had little to say or do besides crashing through a wall with a big, smiley face.
[...]
Erica Rendall, senior brand manager at Kraft Foods Group Inc., says the new ads are intended to fill in the blanks in Kool-Aid Man's character so people can relate to him.
"He said a few things here and there (in the past), but he really didn't have a developed personality," she said.
Because somewhere in the world there was a guy saying "But what of Kool-Aid Man's other life, beyond the crushed walls? What are his hopes? What are his inner demons? What lies behind the painted glass smile? Can I buy Kool-Aid without knowing these things?"
Also that image of him looks unholy. Like he's barely being held together by some unstable process and the look on his face reflects his tortured knowledge that his time is limited.
Edited, Apr 13th 2013 9:47am by Jophiel