Celebrity Spokespitcher Undergoes Massive Makeover; Brand Launches Kool-Help Liquid Beverage Mix for Refreshing, Portable Season

New Interactive Website and Mobile App to Showcase Kool-Aid Man's Colorful Personality

NORTHFIELD, Ill. — Kool-Aid, the iconic refreshment drinkable that has stood for fun and flavor for generations, today unveiled a comprehensive brand campaign called "Smile. Information technology'sKool-Help," which introduces a new wait and experience for the make and a makeover for its famous spokespitcher,Kool-Aid Homo, all timed to the production launch ofKool-Aid Liquid Drinkable Mix.

Kool-Aid Human, who has been the embodiment of the make since he kickoff appeared in an advertisement in 1954, has undergone a serious makeover with a brand new modern await and distinctive voice.Kool-Aid Man has gone dorsum to his roots for his updated await, with an emphasis on his original pitcher-focused personification but playing up his undeniably fun personality. Previously a costumed character, the new lifelikeKool-Aid Homo is technologically avant-garde, CGI-generated and more interactive and colorful than ever. In add-on to his iconic tagline "Oh Yeah!" he will now have his own characteristic sound, expanded vocabulary and developed personality. And like any digitally-savvy celebrity,Kool-AidMan volition accept his ain personal Facebook folio, launching on April 15, where he will interact directly with fans like never earlier.

The new entrada, produced by Saatchi & Saatchi New York and VSA Partners of Chicago, showcases the new CGI-generatedKool-Help Man in television print, online and mobile creative. The impress and tv campaigns, geared toward moms, offers insight intoKool-Aid Human'southward 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, ownership flowers and interacting with neighbors, and of course, breaking through walls.

"This is one of those fun projects we love to work on: BringKool-Aid Man dorsum, better than e'er," said Saatchi & Saatchi NY Chief Creative Officer Con Williamson. "When nosotros set out to practice that, when we really dug in, nosotros discovered that there's a lot to love in the development of this iconic character. Nosotros wanted people to get to know him a bit more. Kool-Aid andKool-Aid Man are undeniably fun and positively assuming. We wanted that happiness to shine through in his personality and attitude."

In June, for the kickoff fourth dimension always,Kool-Aid will launch a new Android- and iOS-enabledKool-Aid Man PhotoBomb mobile app, which will enable fans to superimpose different images ofKool-Aid Human being into their personal photos. PhotoBomb users can movement, scale and manipulate images to allowKool-Aid Man to integrate seamlessly into any photo opportunity. All photos volition be shareable across all popular social media platforms (Facebook, Twitter and Instagram).

The newly revampedKool-Assistance website will offer fans a chance to navigateKool-Help Human being'south home, clicking through interactive portals that will link to diverse make avails. The website, app and Facebook folio are being developed by VSA Partners ofChicago.

IntroducingKool-Assistance Liquid Drinkable Mix
 Timed to the campaign launch, the brand introduces Kool-Aid Liquid, a carbohydrate-free liquid potable mix that you squeeze into water to create deliciousKool-Aid flavor.  The i.62 fl. oz.-sized bottles, shaped like theKool-Assist Man, give you the power to acquit 24 servings with y'all in your bag or pocket. Available in four great-tasting, favorite flavors: Tropical Punch, Cherry-red, Grape and Orange,Kool-Aid Liquid is available in the drinkable mix section of mass market and grocery stores nationwide.

"When nosotros conceptualized the campaign, we knew that fun and flavor needed to be at the core of everything we did," said Erica Rendall , Senior Brand Director at Kraft Foods. "People know and dearestKool-Assist, and the new liquid potable mix is a fun, flavorful evolution of the brand our customers dearest. Just as the liquid has evolved,Kool-Assist Man has a new wait and attitude, and he's sure to deliver smiles to the whole family unit."

ABOUT KRAFT FOODS GROUP
Kraft Foods Grouping, Inc. (NASDAQ: KRFT) is North America's fourth largest consumer packaged food and drinkable company, with revenues of $18 billion in 2012.  Launched every bit a public and contained company on Oct. 1, 2012, the new Kraft has the spirit of a startup and the soul of a powerhouse.  The company has an unrivaled portfolio of products in the beverages, cheese, refrigerated meals and grocery categories. Its iconic brands include Kraft, Maxwell Business firm, Oscar Mayer , Planters and Jell-O. Kraft's 23,000 employees in the U.Southward. and Canada accept a passion for making the foods and beverages people honey. Kraft Foods Group is a member of the Standard & Poor'southward 500 and the NASDAQ-100.