Kraft?s Kool-Aid has introduced a new application that marries mobile and photography to drive consumer interaction.

The mobile app is part of the company?s campaign called ?Smile. It?s Kool-Aid.? Additionally, the new mobile and digital push centers around showcasing Kool-Aid Man?s colorful personality.

?The Smile. It?s Kool-Aid campaign is rooted in giving consumers a rare look inside Kool-Aid Man?s life,? said Erica Rendall, senior brand manager at Kraft Foods. ?The TV and print creative shows what it is like to live a day-in-the-life of the iconic spokespitcher and the digital and social media elements are extensions of that idea.  

?The idea for the app grew out of a desire to bring Kool-Aid Man?s own brand of ridiculous fun to fans via random, happy disruptions in the real world or online,? she said. 

?From this larger vision, we developed a mobile execution that allows anyone to bring Kool-Aid Man along for the ride and give fans something that is sharable in their social networks.?

Mobile personality
The Kool-Aid campaign was produced by Saatchi & Saatchi New York and VSA Partners of Chicago.

The "Smile. It's Kool-Aid" initiative introduces a new look and feel for the brand and a makeover for its popular spokespitcher and showcases the new CGI-generated Kool-Aid Man within television, print, online and mobile creative.

As part of the digital push, Kool-Aid Man will have his own personal Facebook page, where he will interact directly with fans like never before.

According to the company, the print and television campaigns are geared toward moms and offer insight into Kool-Aid Man's personality and a first glimpse into his daily life ? trying to decide which of his 22 flavor outfits to wear, working out at the gym, buying flowers and interacting with neighbors, and of course, breaking through walls.

In June, Kool-Aid will launch a new Android- and iOS-enabled Kool-Aid Man PhotoBomb mobile app, which will let fans superimpose different images of Kool-Aid Man into their personal photos.

PhotoBomb users can move, scale and manipulate images to allow Kool-Aid Man to integrate into any photo opportunity.

?The app will be promoted via social networks ? including owned channels like Kool-Aid Brand and Kool-Aid Man?s Facebook pages, as well as paid channels like Facebook promoted posts and Facebook ads ? mobile-specific online advertising and paid search,? Ms. Rendall said. 

Additionally, all photos will be shareable across social media platforms such as Facebook, Twitter and Instagram.

Moreover, the company has also revamped its Web site to offer fans a chance to navigate Kool-Aid Man's home, clicking through interactive portals that will link to various brand assets.

?Just as Kool-Aid is continuing to grow our product offering with the introduction of new Kool-Aid Liquid Drink Mix, we are always expanding our marketing and messaging into new channels,? Ms. Rendall said.  

?Mobile is an easy way for us to stay connected with our busy Kool-Aid consumers and bring them Kool-Aid fun no matter where they are or how busy they may be,? she said. 

Final Take

Rimma Kats is associate editor on Mobile Marketer, New York