triple spending on the Hispanic market. For the first time, Kraft will allocate a majority of its 2011 marketing budget to reach Hispanics in an effort to grow its Kool-Aid brand.
Almost 20 percent of Kool-Aid drinkers are Hispanic, while slightly more than 20 percent are African-American, according to the brand. Sales are split about evenly between powdered mixes and ready-to-drink versions.
The Kool-Aid campaign looks to help drive home the message that a fresh approach is needed to reach the powerful Hispanic market.