Topics: Kool-Aid, Marketing, Great Depression Pages: 3 (1080 words) Published: January 20, 2013
In 1927, a man by the name of Edwin Perkins created the very popular product know today as Kool-Aid. Kool-Aid was a popular drink mix right from the beginning which was sold in 6 different flavors to wholesale grocery, candy and other suitable markets (The History of Kool-Aid, 2012). In 1929, Perkins and his family packaged and shipped the Kool-Aid drink mix to grocery stores across the country using food brokers. The brand name became so popular that production moved to Chicago to become more efficient. Then the Great Depression hit. During that time Perkins needed to keep his customers satisfied and happy. In order to make the Kool-Aid brand more of a luxury item that families could afford, Perkins cut the price in half to just five-cents a packet. This allowed for the popular drink mix to continue being produced and sold, satisfying its customers. In 1953, Perkins sold the Kool-Aid brand to General Foods. In order for General Foods to continue selling the very popular drink mix and to satisfy its customers they created the popular Smiling Face Pitcher, which was introduced in print advertisements. In 1963, the company offered the purchase of a smiling face pitcher for sixty-cents. In this promotion they also included coupons to order plastic smiling mugs. Over 100,000 orders were received. The well-known smiling face pitcher became known as “The Kool-Aid Man” in 1975. The Kool-Aid Man was directed at children everywhere. Target marketing is a marketing mix that is tailored to fit some specific target customers. In 2011, a multi-tiered campaign was launched to reach families across all platforms. Kool-Aid has stood for fun and refreshment for generations (Kool-Aid Sets Out to 'Bring Back Family Fun', 2011). The idea for this campaign is to bring back the idea of “Family Fun”. In order to reach customers of all platforms they launched a Facebook campaign, a Kool-Aid sweepstakes, and a movie night. The sweepstakes allowed customers to enter for...
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