Kool-Aid Man Has Gone Missing Shortly After Mr Peanut’s Death
Image courtesy of Kool-Aid
Brand mascots have long merely served as supplementary characters, but the narrative changed when Kraft Heinz’s Planters killed off Mr Peanut and introduced the birth of Baby Nut. Creating backstories seems to give characters an edge over logos, and the company now brings a similar twist to one of its other mascots, the Kool-Aid Man.
Kool-Aid announced on Monday that the Kool-Aid Man has gone missing, and is now calling upon internet sleuths to track him down.
He was presumably last seen crashing through walls in search of the mystery flavor for Kool-Aid’s new Mystery Jammers, but “got lost along the way,” Kraft Heinz shares in a press release.
“He usually remembers to tell someone where he’s going,” Rachel Drof, marketing director of beverages at Kraft Heinz, reveals. However, he uncharacteristically went along his way without a word and now needs the nation’s help to trace his location.
In order to find the Kool-Aid Man, customers will have to scan packs of Kool-Aid Mystery Jammers on koolaidmystery.com and guess his location through 3 April. The Mystery Jammers are priced at US$1.99 for every pack of 10 pouches, though no purchase is required.
Scanning a pack could earn you one of hundreds of instant prizes, or the grand reward, where one person gets to go on vacation anywhere in the United States. Kool-Aid will reveal the mystery flavor on 6 April.
What might your guess be? More details on the campaign can be found here.
Update: Kool-Aid Man left his house to find the mystery flavor, but didn’t tell anyone where he was heading. That’s where we need YOUR help! Help us find the man to find the flavor 🙏😩
— Kool-Aid Man is Missing! (@koolaid) March 9, 2020
🚨KOOL-AID MAN IS MISSING 🚨
— Kool-Aid Man is Missing! (@koolaid) March 9, 2020
Help us find the man to find out our new mystery flavor. Scan a package of our Mystery Jammers to guess where Kool-Aid Man is for a chance to win!
NO PURCHASE NECESSARY. Ends 4/3/20. To play and for Official Rules, visit https://t.co/E6nBegF9BL. pic.twitter.com/JQafxOTq7v
[via Kool-Aid]
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