Two thirsty kids call for Kool-Aid, and suddenly a giant smiling pitcher comes charging through the park barrier to save the day. This mid-1970s commercial used the wonderfully ridiculous formula that made Kool-Aid Man one of advertising’s most unforgettable characters.
Kool-Aid’s story began in 1927 when Edwin Perkins turned his bottled drink concentrate, Fruit Smack, into an easier-to-ship powder called Kool-Ade. The spelling was later changed to Kool-Aid.
The smiling pitcher mascot was created in 1954 by advertising art director Marvin Potts, who was reportedly inspired by his son drawing faces on a frosted window. In 1974, Grey Advertising’s Alan Kupchick and Harold Karp gave the pitcher arms, legs and a larger-than-life personality, creating the Kool-Aid Man seen crashing through walls, fences and nearly anything else in his way. The exact person who first suggested the crash-through entrance is not firmly documented, but the famous campaign came from Grey Advertising.
The exact songwriter for this particular commercial is not clearly credited. However, commercial jingle writer and producer Richard Berg provided Kool-Aid Man’s original voice, including that unforgettable “Oh, yeah!”
Did you ever shout “Hey, Kool-Aid!” and secretly hope he would come crashing through your fence?