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We were asked to communicate Kool-Aid incorporating the idea of Rude Goldberg Machine.

Background

Kool-Aid used to be a household word at their peak in the late 1980s and early 1990s. Their sweet taste delighted the childhood for today’s young parents. However, due to the increasing health-conscious awareness, more people have a second thought about sugar and sweet drinks. Kool-Aid’s sales have declined and they are straying further from modern trend and towards nostalgia.

Challenge

How can we bring back Kool-Aid’s sweet memory?

  Word Clouds from our survey results   Left: What's the first word that comes to mind when you think of Nintendo?  Right: What Nintendo could be in other areas b
 

Objective

Increase sales for Kool-Aid

Insight

“Were you a little kid when Koo-Aid was trendy?”

“Do you remember all the crazy things you did with Kool-Aid when you were a teen?”

“Oh yeah!”, this is the answer from our target audience.

The campaign targets young parents age 25 to 34 who were kids when Kool-Aid was all the rage. They remember how joyful they were when sharing a Jammers with a friend or grabbing the last lime Burst from the fridge. Kool-Aid composed part of their carefree happiness which they would like to continue to pass on those sweet moments with their loved ones.

 

Strategy

Communicate Kool-Aid’s sweet nostalgia to today’s young parents.

Campaign

This Rube Goldberg machine is a contraption that performs simple actions in indirect ways. It is composed of nostalgic tools that would be familiar to our target audience in their childhood, making it resonates with audience and build an emotional connection.

The video showcases two kids cooperating to build the machine with everyday stuff, such as paper roll, kitchen spoons and children’s toys. Later you will find that these kids were representing two young brothers who felt like kids again when they make the machine and share Kool-Aid together.


Team: Andrew Tuchow (Strategist), Billy Reano(Experience Designer), Casey Philips (Art Director), Carly Harrison (Strategist), Lareina Liu (Brand Manager), Tyler King (Experience Designer), William Luck (Copywriter)