Kool-Aid's core equity is that of a fun, colourful, wacky brand. The brand, however, needed to be made more cool and contemporary. The answer was in the Kool-Aid smiling face. The "face" campaign was first launched in 1998; this year's executions introduced the familiar brand icon into colourful Canadian images of summer pleasure - gorgeous flowers and leaves, full moons on hot nights, and so on. The face appeared not only in traditional outdoor, but also in unexpected places, like the bottom of public swimming pools.