| Kool-Aid® Color Changing
Spoon Stirs Up Some Smiles
Background
Kool-Aid introduced “Mad ScienTwists”,
a new product that magically changes color when mixed
with water. The brand, sales, and promotion teams were
seeking a value-added offer for their new color changing
product that would have appeal to retailers/trade and
consumers.
Objectives
- Encourage trial of new Mad ScienTwists,
a magical color changing beverage
- Stimulate multiple purchase of Kool-Aid
12-quart canisters among new users
Strategy
- Create an exciting “story”
for the sales force to work with the trade
- Encourage retailers to provide incremental
features and displays
- Support brand equity and build brand
awareness
Solution
The premium selected was a high quality,
full-size COLOR
CHANGING
SPOON
with a cut out of the famous Kool-Aid man, which makes
mixing the product easier. The spoon magically
changes from neon yellow to a neon green color when Kool-Aid
is prepared with cold water.
Three canisters of Kool-Aid 12-quart beverage
powder (including one canister of the new Mad ScienTwist
product) were shrink wrapped with the stirring spoon in
a specially designed tray. The program was promoted exclusively
at mass merchandisers.
Results
- ALL key accounts bought in to the promotion
- Retailers provided high visibility displays
in multiple locations
- Sell-in was substantially higher than
goal
- Volume & velocity was unusually
high
- Premium tied in to direct product usage
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