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Meet Connor

Born in 2004

Lives in Indianapolis, IN

Wonderful Parents
Kool-Aid = Childhood
25 million
15
Billion
sales in juice
category
6.7%
3.4%
25 million
Challenge:

Make cool for teenagers


13-17 Year Olds Currently Drink
Solution:
What are
Kool-Aid
Sparklers?
Great tasting juice
Familiar bold flavor

Exciting bubbles
50% less sugar
47% 45%
Competitive Landscape
High Nutrition

For Children For Adults

Low Nutrition
Communication Objective

Increase Household Penetration by 10%

Change consumer Attitudes

Increase Word-of-Mouth Recommendations


Demographics:

Gen Z-ers
Ages 14-15
Aspirational Psychographics:
Adolescents High self-esteem
Active
Health conscious
Desires respect that comes
with adulthood
Overwhelmed
Consumer Profile:
15 years old New Tech User

2 Sport Athlete “Streetwear” Fashion

Works at Starbucks Reads Ingredient List

Loves Snapchat Streaks Does Well in School


Worried about future

Feeling overwhelmed

Big decisions

Peer pressure
Why Gen Z
Teens?
“Everybody knows

it sucks to grow up

and everybody does”

- Ben Folds
Healthy Balance

Psychologists recommend to have a good balance


between school and fun, to have a healthy mindset.
Core desire:

To have growing up
Positioning Statement

To Gen Z’ers who are looking for a burst of


excitement, Kool-Aid Sparklers are the fruit flavored
drinks that make growing up fun with their powerful
bubbles, low sugar content, and new packaging.
Reasons To Believe
1. Smarter Choice
50% less sugar than leading fruit flavored soda
brands
2. Fun Packaging
New cans with the classic pull-tab that signifies
the party has started
3. Great Taste
The same bold fruit flavors that Kool-Aid has
always been known for
What’s our
Creative Brief?
Our Promise
But First, Have
Fun!
Usage occasion

Fun
Media Objectives and Strategies

Prioritize Frequency

50% Reach

4 Messages Every Week

Summer Seasonality
Media Timeline
Time for the
good stuff Oh
Yeah!
Tasty Video: The Kool-ada
Kool-ada Kit
Online Distribution Partner
Social Media
Spark Combo

Now available at:


Creative Media
Event Media

rkly
o spa
It's s nna die!
o
I'm g
Supportive Media
Usage occasion

Fun
Remember
Connor?
But First, Have
Fun!