While Kool-Aid and “The Shining” might seem like a crazy collaboration on paper, it does fit with the brand in a really interesting way, and helps recontextualize the Kool-Aid Man in a new light.

Audience

The target demographic is to aim for both the older crowd who love “The Shining”, but also the younger demographic of adults who love horror movies.

Idea

To show Kool-Aid Man in a completely different context through the lens of “The Shining”, while also cementing his own value as a pop culture icon.

Social Media Posts

Experiential Campaign

To help promote this campaign to the perfect audience, the idea is for Kool-Aid to have their own booth at NYC Comic Con 2025 to help target general fans of pop culture. The venue will be the Jacob K. Javits Convention Center in New York.

Kool-Aid Destroy Rooms

As one of the attractions, convention goers will have access to the Kool-Aid “Rage Rooms”, which ties into the brand’s history of having the Kool-Aid Man crashing through walls. Now, people will finally get a chance to “Lose Their Kool” in one of these rooms.