• Brandweek, Tuesday, May 12, 2009 10:30 AM

A new TV spot by Ogilvy & Mather shows the Kool-Aid Man -- that familiar cross between a smiley face, Mr. Potato Head and a fire truck -- defeating a two-liter bottle of soda in a race at the beach. "Regular Kool-Aid goes almost three times further than soda," a voiceover informs us as the generic bottle gives up the race.

The new campaign stemmed from positive consumer reaction to the brand's "more smiles per gallon" positioning against soda last year, says Kool-Aid senior brand manager Gregory Nesmith. It's also part of Kraft's strategy to position its large brands against private label, Elaine Wong reports. In an earnings call last week, Kraft CEO Irene Rosenfeld said value marketing behind such brands as Kool-Aid, Macaroni & Cheese and Jell-O has done "exceptionally well."

The new ads introduce the Kool-Aid Man to younger consumers while reconnecting with fogeys who remember it from the days when kids would choose up sides for pick-up baseball games. The mascot "is someone who we know is a fun-loving smile maker," says Nesmith.

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