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A summer icon that is still popular 90 years after it was launched
The beverage brand, launched by a US pharmacist’s son, was around during the Great Depression. It is still popular despite plenty of competition in the beverages arena. What makes Kool-Aid so popular?
What probably has kept Kool-Aid going is the value proposition. The product itself is a fruity drink concentrate, one packet (20 cents at Kmart) of which can make two quarts of the drink. What also keeps it high on the recall list is its ‘smiling pitcher’ mascot that was introduced in 1954. The drink is targeted at children.
Hastings, Nebraska is the birthplace of Kool-Aid. But it is as popular in the rest of the US too. The son of pharmacist, Edwin Perkins invented the drink powder in 1927 and put it up in the market the next year. In 1929, when the Great Depression hit, Kool-Aid’s value proposition helped it sail through the crisis.
One of Perkins’ original six varieties, cherry is still enormously popular, coming in at No. 5 on a recent Ranker poll of the best Kool-Aid flavours. The brand, now part of the Kraft stable, is also in step with the times. It has introduced ready-to-drink Jammers and reduced-sugar formulas of Kool-Aid Liquid. Fans can mix these concentrates together to customise their flavours.