do you attract moms and kids to two different KOOL-AID sponsored
sites without alienating either one?
answer came in the form of a interstitial web page that directs
users to both kool-aid.com and toomunchfun.com.
strategy was implemented as part of KOOL-AID's 2001 relaunch. The
relaunch also refocused the branding and navigation of the site--
reinforcing the KOOL-AID brand while making it easier for consumers
to navigate the site.
relaunch also added 3 new sections:
Factory (a fun new section for moms to find fun things
for kids to do with KOOL-AID.)
Magic Tricks (in partnership with Marvin's Magic,
KOOL-AID presents exciting magic tricks in conjunction with the
launch of KOOL-AID's New Magic Twists Flavors.)
Stuff (a new section to
highlight current free promotions from KOOL-AID.)