Brandon Bonilla, Simone Brooks,

Daniela Nasser, Noah Piou

2nd Half 2020

Recommendations

July 30th 2019

The Ask

Understand how targeting multicultural

audiences (African-Americans, Asians,
Hispanics) could help build the Kool-Aid
business for both existing as well as new
products
Table of Contents

I. Key Learnings
II. Strategic Framework
III. Tactical Executions
• Television
• Digital Direct
• Partnerships
• Social
IV. Summary
KEY LEARNINGS
Strengths & Weaknesses
• Strength: Kool-Aid embodies its fun,
positive, and kid-friendly nature through
playing into ‘meme culture’ on social
media
• Weakness: Overuse of the catchphrase
“Oh yeah!” that makes the brand feel
impersonal and flat
• Strength: Partnership with YouTube
influencer Karina Garcia on creating
edible Kool-Aid slime to continue to
message a fun, kid-focused personality
• Weakness: Lack of a strong presence
across social media
• Ex.) few videos on YouTube page,
no verified account on Instagram
Current Landscape
Kool-Aid embodies its fun, positive, and
kid-friendly nature through playing into
‘meme culture’ on social media

Overuse of the catchphrase “Oh yeah!”

Partnership with YouTube influencer to

message a fun, kid-focused personality

Lack of a strong presence across social

media platforms
Competition
Capri Sun has
been a consistent
advocate in the
fight against
bullying
In 2019, Capri Sun launched
the “Together Table” with
nonprofit No Bully to create a
giant S-shaped table to
foster an inclusive lunch
environment for all kids
Ocean Spray has Minute Maid has
stayed true to its embraced family
roots moments
In early 2019, Ocean Minute Maid’s 2018
Spray launched the “Act campaign “This is
Tiny. Be Mighty.” Good” launched
campaign to raise across all social
awareness about the
accounts that
company was built by encouraged parents to
family farmers and to
embrace every family
connect farms to families
moment
STRATEGIC FRAMWORK
Category Landscape

• Juice brands are currently struggling

with declining sales

• 1 in 5 juice buying consumers say

that juices have too much sugar to
truly be healthy
Category Landscape

Audience: Gen Z / Millennial

•  60% of parents with kids aged 12-17 and 55% of parents with
kids aged 18+ in the household report saying “no” to their kids’
food and drink choices based on sugar content
• One quarter (25%) of teens aged 15-17 say they worry about
staying healthy, with another 49% agreeing that they think
drinking soda is unhealthy
Consumer Insights

How frequently do you drink the following?

• Asian
Audience
• African-
American
Audience
• Hispanic
Audience
• White
Audience
Consumer Insights

• According to Mintel, 61% of parents with kids aged 12-17 say

their kids ask for grocery items by brand name
• 54% of the same parents agreed that they give their kids more
of a say in purchasing groceries than their own parents gave
them
 Audience Profile
COMMUNITY CONNECTORS
MULTICULTURAL | UNAPOLOGETICALLY FUN | PRESENT SOCIALLY

TOP INTERESTS MEDIA BEHAVIORS

Percent of Kool-Aid
USERS OF Music Lovers Frequent TV Viewers
Believe they have a great deal of knowledge Overall major TV viewers watching any type
A GIVEN RACE in music and are generally passionate about of TV across a wide variety of viewing
5 a wide range of artists methods (live, streaming, etc.)

3 4

Current Event Enthusiast Heavy Internet Users

Believe it’s important to stay up to date on Uses the internet for all purposes
pop culture (entertainment, information, etc.)

2 1 Gaming Fans Devout Social Users

Proud owners of any device to play games, Uses a variety of platforms (Instagram,
primarily connecting to the internet Snapchat, TikTok) on a regular basis

Source: 2018 GfK MRI Doublebase Survey / Global Web Index Database
Update for Influencing Decisions

•  60% of parents with kids aged 12-17 and 55% of parents with
kids aged 18+ in the household report saying “no” to their kids’
food and drink choices based on sugar content
• One quarter (25%) of teens aged 15-17 say they worry about
staying healthy, with another 49% agreeing that they think
drinking soda is unhealthy
Strategic Considerations for 2019-2020
Brand Need: Instill confidence in the consumer to connect the brand with the community to motivate purchase

MULTICULTURAL KIDS MULTICULTURAL PARENTS

To have their kids feel empowered,

To maximize fun and be inspired by
Want

engaged, and see the value in making a

those they look up to
difference in their community
Tension

Localized opportunities can often be Parents will listen to other parents before
scarce in a multicultural environment trusting a brand
Strategy

Bring the fun moments to the multicultural Become a champion for youth
youth through event/influencer activations empowerment by partnering with brands
and influencers
Implementing the “Community Connection”
Strategy
ROLE OF MEDIA Educate the multicultural audience in how Kool-Aid is the starting point for community connections

STORY-TELLING CHAMPION FUN LOCAL COMMITMENT

Use social media to engage young Leverage a legacy brand partnership to

Incorporate video to tell the Kool-Aid
audiences through culturally relevant create opportunities for emphasizing
story
tactics youth potential

Leverage television and online video to Utilize social media trends and culture to Push online video, digital partnerships, and social
SHOWCASE the influence of Kool-Aid for RESONATE and establish a CONNECTION with to ENGAGE consumers in brand conversation
nostalgic experiences younger demographic throughout the day
TACTICAL EXECUTIONS
Role of Channels
• Utilize television to increase brand awareness • Address the importance of supporting minority
• Generate buzz via premium placement in high- communities by offering resources for youth
profile TV moment opportunities
• Support youth empowerment in various
communities to create a lasting relationship
between brand and consumers

• Capture chord-cutters and/or light TV viewers via • Increase impact and scale of digital partnership
OLV and a more holistic video strategy content and activation via targeted social
amplification and influencers
• Support TV with contextually aligned OLV to further
hit on Community Connector passions • Target younger audiences through trends and
interests, knowing they are heavy social users

* Key premium television moment subject to change; complete recommendation to come once launch timing aligned on
TELEVISION
Current High-Profile TV Moment
Recommendation
Drive Kool-Aid in Top Cable Entertainment and
Family Programming

• Include top family networks in cable buy

to hit on the values and passions of the
multicultural audience

• Purchase top tier family/children

networks for mass reach while still
nodding to “Community Connectors”

*Cable programming subject to change based on network schedule, pricing and avails during 2H time period
DIGITAL DIRECT
Boost Awareness Through Mass-Reaching
OLV Partners

First Position Blast Sponsored Sessions + Sponsored Playlists

Burst of activity served at launch of Kool-Aid speaker Fun Lovers, Music Enthusiasts, Pop Culture
series Fanatics, Heavy Gamers

Targeted Homefeed Ads Overlay Mobile/Desktop + Leaderboard

Capture users with native video as they scroll through Increase brand recognition through pushed
homepage recommendations advertising placement

GP/TrV + Affinity Targeting

Custom Intent Targeting

Reach users who have searched for Kool-Aid,
beverages, DIY projects, and video challenges.
Boost Awareness Through Mass-Reaching
OLV Partners
Boost Awareness Through Mass-Reaching
OLV Partners
PARTNERSHIPS
Empowering The Youth

• Local businesses are a representation and voice

of a community
• Having the opportunity empower and educate
youth
• The goal of having kids bring back their
knowledge into their own communities
• According to Small Biz Trends, 45% of small
business owners are minorities
• Up from 15% in 2015
Brand Connection
Our Sentiment:
Kool-Aid is the starting point for
community connections.
Mission Statement:
“To enable all young people, especially
those who need us most, to reach their
full potential as productive, caring,
responsible citizens.”
Extend Reach Through Editorial Franchise
Organically weave Kool-Aid into a NEW installment of a Kool-Aid editorial franchise called:
“Road to the Our Future”

• Sponsorship of 2x IGS with product

integration by “kid-fluencer”

• Hosted on @koolaid feed

• Final snap of each story will swipe up to

event information for the next Speaker
Series, and a feature of an inspirational
youth follower of that week
Influencer Partnerships
“KID-FLUENCER” POSTS

Moziah Bridges Mikala Ulmer Jojo Siwa

Young Entrepreneur President Young Entrepreneur YouTube Personality,
and Creative Director of Mo’s Founder of Me & the Influencer, Singer,
Bows Bees Lemonade Dancer, Actress
Influencer Partnership – cont.

Use family-focused, kid-friendly stories, and branded content to showcase

Kool-Aid as the perfect product to discover why there’s something special
about being a kid and experiencing fun whenever it arises
SOCIAL
Overview of TikTok
Hottest social media platform where users can create, share an discover short audio based videos

Audience Exclusively on TikTok US US Audience Information – 27MM

Age 13-17 Age 18-24 Age 25-34 Age 35-44 Age 45-54
Age 55+ 3%

4%

8%
28%

16%

42%
Overview of TikTok – cont.
TikTok Best Practices
Reach an untapped audience through using
creative best practices

• Simple, yet entertaining videos

• Importance of sound
• “Official Videos”
• Montoya Twinz → Mya Montoya (1.2m
followers), Myka Montoya (316.5k followers)
• Madison Lewis (3.4m followers)
#OhYeahChallenge

“Yeah” by Usher and Lil

Audio Jon

Hashtag #OhYeahChallenge

Bursting into a room/

place/through • Mirrors Kool-Aid bursting through walls
Challenge something unexpectedly • Enough leeway for creativity
and unannounced • Hits a nostalgic chord
SUMMARY
Tentpole Moments & Flighting

JUL AUG SEP OCT NOV DEC

TV DEC
Digital Direct

Social

Kool-Aid x Boys & Girls Club

Influencers
“Starting point for community
connections..that’s Kool-Aid!”
THANK YOU!
APPENDIX
Overview
BRIEF OVERVIEW
BRAND NAME Kool-Aid

BUDGET N/A

TARGET Community Connectors

• Re-establish brand equity

BUSINESS OBJECTIVE • Explore new audience opportunities
• Ensure food brand is timely in culture

• Increase brand health

MARKETING OBJECTIVE • Drive multicultural purchases
• Increase SOV in brand category

• Previous engagement with multicultural audiences is minimal

CHALLENGES • Limited cultural relevancy amongst general audience
• Lack of understanding among consumer on product mix

• 5/1 – Billboard Music Awards

• 7/15 – Announce of “Kool-Aid Days”
KEY TIMING • 7/18 – Premios Juventud Ceremony
• 7/24 – 2020 Summer Olympics
• 8/9 – Kool-Aid Days
Competition

• As noted on the Kool-Aid

team’s 2019 Strategic
Check-In, competitors in the
category are outspending
others and maintaining their
dominant shares
Category Competitors
Category Landscape

• Juice brands are currently struggling with

declining sales
• According to Mintel’s Juice and Juice Drinks
US 2017 report, the $19.8 billion retail juice
market is expected to grow by less than 3%
since 2011
• 1 in 5 juice buying consumers say that
juices have too much sugar to truly be
healthy
• Nearly a third of these ‘sugar concern
consumers’ are frequent juice drinkers
compared to around 40% of all juice buyers.