Kool-Aid, the popular powdered drink, is unveiling a new look for its big red mascot as the company looks to ramp up its image.
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 previous 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.
The campaign comes as Kraft Foods Group Inc. looks to capitalize on a new Kool-Aid liquid mix. The company is hoping to replicate the success of its liquid flavor enhancer called MiO can give the brand a boost.
The growing popularity of liquid mixes hasn't been good for Kool-Aid. In 2012, the brand's U.S. sales were down 5 percent to $338 million, according to the market researcher Euromonitor International. That was following a 4 percent drop the previous year.
The Kool-Aid Man made his first appearance in 1954 and has taken on various looks through the years. Kraft says his last big makeover was in 2000.
