Advertising Campaigns: Kool-Aid

Kool-Aid, the soft drink mix brand owned by Kraft Foods, is looking to advertise in Hispanic magazines next year. It is very likely that the brand is going to advertise in People en Español and Latina. Media buying is done through Kraft's in house media buying team.

Last year Kool-Aid targeted Hispanics through TV. Kool-Aid's 2005 campaign was aimed at Hispanics, African-Americans and Asians in a so-called “Transcultural Campaign." Said John E. Craig, Category Business Director-US Refreshment Beverages Division, at the ANA multicultural conference in Miami, “We had good paybacks with the TV campaign." Craig added that Kool Aid has tried Hispanic newspaper advertising in the past, but that the results had not been very good. In 2006, a magazine advertising component will be added.

Kool-Aid consumption indexes high among Hispanics and African-Americans. The brand targets mostly Hispanics of Mexican descent.