Jug Life: A History of the Kool-Aid Man

Kraft
Kraft

When Robert Skollar joined the General Foods marketing team at Grey Advertising in 1988, it didn’t take him long to realize that there were certain perks that came with the job. As the executive behind the Kool-Aid ad campaign, Skollar inherited the Kool-Aid Man, the anthropomorphic pitcher of sugar water that had been a staple of the brand for more than a decade.

Two stories stand out: The first, Skollar says, is when he was working late one night and decided to try on the Kool-Aid Man’s fiberglass costume for himself. It was like being inside a Christmas ornament. “It’s hard to hear anything in there,” Skollar tells Mental Floss. “You just hope you don’t fall down.”

The second was when Skollar got caught up in the trend of New York professionals putting on elaborate birthday parties for their kids. Skollar asked Richard Berg, the voice of Kool-Aid Man’s “Oh, Yeah!” catchphrase, to actually wear the costume for a personal appearance at his son’s sixth birthday party. (Normally, Berg just recorded the line.) “It was the voice in the costume, which was a first,” Skollar says. “And half the kids were frightened to death.”

Fortunately, that was hardly the typical reaction. Introduced in 1975, Kool-Aid Man became one of the most beloved characters in advertising history, with a recognition factor that sometimes outpaced that of Ronald McDonald. He got his own video game, his own comic book, and his own museum display in Hastings, Nebraska.

Not bad for someone who started out as a disembodied head.

By the time advertising executive Marvin Potts created a sentient pitcher of Kool-Aid in 1954, the powdered soft drink mix had been on shelves for 27 years. Conceived by Edwin Perkins in Hastings, Nebraska, as an alternative to glass bottle drinks—which were expensive to ship—what was then known as “Kool-Ade” became a cheap, popular way to flavor water.

When Perkins sold the brand to General Foods in 1953, their contracted advertising firm of Foote, Cone & Belding trialed a few different television spots. Potts’s idea—a large, bulbous container of Kool-Aid with an animated mouth and eyes named Pitcher Man—was the most popular. (Company lore says Perkins came up with the idea after watching his kid draw a smiley face on the condensation of a window.)

In the 1960s, Kool-Aid opted for celebrity spokespeople like The Monkees and Bugs Bunny, relegating Pitcher Man to the sidelines. “I think they found out Bugs was overwhelming the whole campaign,” Skollar says. “Kids would remember him but forget the ad was for Kool-Aid.”

That ceased to be a problem in 1975, when Alan Kupchick and Harold Karp at Grey Advertising developed the idea for Kool-Aid Man, an evolution of Pitcher Man. His face stopped moving, but the addition of arms and legs gave the character a more bombastic personality. It also allowed him to commit sensational acts of property destruction.

Skollar recalls that the iconic breaking-through-the-wall sequence wasn’t necessarily planned. “From what I’ve heard, someone on set said that Kool-Aid Man really had to make an entrance, and someone else, maybe a producer, suggested he come through the wall.” Breakaway bricks were set up, and the character's fiberglass shell—“the same material used for a Corvette Stingray,” Skollar says—effectively became a wrecking ball.

Although he was never officially named Kool-Aid Man at the time, the mascot helped propel sales of the drink mix. “It was a phenomenon,” Skollar says. “Here you had this 50-year-old product that’s not really convenient and not particularly healthy, and it’s huge.”

As Kool-Aid Man’s star grew, so did his opportunities to branch out. The property got its own Marvel comic—The Adventures of Kool-Aid Man—as well as an Atari 2600 video game. The latter could be redeemed with 125 points earned from purchasing Kool-Aid, which amounts to about 62.5 gallons of sugar water. (You could also send $10 with 30 points.)

When Skollar was handed control of the campaign in 1988, the advice was pretty clear. “It was basically: Don’t screw it up,” he says, “and make it more contemporary.”

Skollar says he took inspiration from Pee-wee’s Playhouse and the Peter Gabriel music video for "Sledgehammer" to conceive of an entire Kool-Aid Man universe—one bursting with frenetic activity that kids would find exciting and adults would find impenetrable.

“Most kid ads had a storyline at the time,” he says. “This didn’t. It was just surreal.”

This Lynchian Kool-Aid Man was no longer 7 years old, as previous marketing campaigns had implied, but 14 years old—old enough to play guitar and surf. Once naked, he now sported jeans and cool shirts. Skollar believes that the kinetic spots helped usher in a new wave of kid advertising that relied more on visceral, MTV-style cuts.

Not all of Kool-Aid’s efforts were focused on hyperactive kids, however. The drink mix was not without its controversies, having once been associated with the Jonestown massacre in 1978, where cult leader Jim Jones coerced his followers into drinking Kool-Aid and Flavor Ade laced with cyanide. There was also the matter of Kool-Aid suggesting gobs of sugar be added to the drink for flavor.

“We did a campaign targeted to moms, ‘Having Kids Means Having Kool-Aid,’” Skollar says. “And we told them they could control the amount of sugar they used. We also pushed that Kool-Aid had Vitamin C.”

Under Skollar, Kool-Aid sales shot to third place in the soft drink category—behind only Coke and Pepsi.

Slaven Vlasic/Getty Images

Skollar stayed on the Kool-Aid campaign through 1994, at which point the account was passed to Ogilvy & Mather. Eventually, the fiberglass costume became nylon and computer effects began to enhance his features.

CG was something Skollar had already started to experiment with, but eventually discarded it for the analog outfit. “There was something about that rawness, that awkward-looking pitcher breaking through walls,” he says.

One of the original costumes from 1975 sits in the Hastings Museum of Natural and Cultural History in Hastings, Nebraska, a testament to the character’s enduring appeal. Skollar says he once had research data supporting the fact that over 90 percent of kids could recognize Kool-Aid Man on sight.

The same wasn’t necessarily true of adults. “I remember one time we were shooting an ad where Kool-Aid Man was walking over a hill at sunset, holding hands with a little girl,” he says. “And a junior brand executive taps me on the shoulder and says, ‘We can’t see his face. How will we know who he is?’”

Amazon's Best Black Friday Deals: Tech, Video Games, Kitchen Appliances, Clothing, and More

Amazon
Amazon

This article contains affiliate links to products selected by our editors. Mental Floss may receive a commission for purchases made through these links.

Black Friday is finally here, and Amazon is offering great deals on kitchen appliances, tech, video games, and plenty more. We will keep updating this page as sales come in, but for now, here are the best Amazon Black Friday sales to check out.

Kitchen

Instant Pot/Amazon

- Instant Pot Duo Plus 9-in-115 Quart Electric Pressure Cooker; $90 (save $40)

- Keurig K-Cafe Special Edition; $190 (save $30)

- Ninja OS301 Foodi 10-in-1 Pressure Cooker and Air Fryer; $125 (save $75)

- Nespresso Vertuo Next Coffee and Espresso Machine by Breville; $120 (save $60)

- KitchenAid KSMSFTA Sifter with Scale Attachment; $95 (save $75)

- Keurig K-Mini Coffee Maker; $60 (save $20)

- Cuisinart Bread Maker; $80 (save $97)

- Anova Culinary Sous Vide Precision Cooker; $139 (save $60)

- Aicook Juicer Machine; $35 (save $15)

- JoyJolt Double Wall Insulated Espresso Mugs - Set of Two; $14 (save $10)

- Longzon Silicone Stretch Lids - Set of 14; $16 (save $11)

- HadinEEon Milk Frother; $37 (save $33)

Home Appliances

Roomba/Amazon

- iRobot Roomba 675 Robot Vacuum with Wi-Fi Connectivity; $179 (save $101)

- ASAKUKI 500ml Premium Essential Oil Diffuser; $22 (save $4)

- Facebook Portal Smart Video Calling 10 inch Touch Screen Display with Alexa; $129 (save $50)

- Bissell air320 Smart Air Purifier with HEPA and Carbon Filters; $280 (save $50)

- Oscillating Quiet Cooling Fan Tower; $59 (save $31)

- TaoTronics PTC 1500W Fast Quiet Heating Ceramic Tower; $55 (save $10)

- Vitamix 068051 FoodCycler 2 Liter Capacity; $300 (save $100)

- Ring Video Doorbell; $70 (save $30)

Video games

Sony

- Marvel's Spider-Man: Game of The Year Edition for PlayStation 4; $20 (save $20)

- The Legend of Zelda: Link's Awakening; $40 (save $20)

- Hyrule Warriors: Age of Calamity; $50 (save $10)

- Marvel's Avengers; $25 (save $33)

- The Last of Us Part II for PlayStation 4; $30 (save $30)

- LEGO Harry Potter: Collection; $15 (save $15)

- Ghost of Tsushima; $40 (save $20)

- BioShock: The Collection; $20 (save $30)

- The Sims 4; $24 (save $20)

- God of Warfor PlayStation 4; $10 (save $10)

- Days Gonefor PlayStation 4; $20 (save $6)

- Luigi's Mansion 3 for Nintendo Switch; $40 (save $20)

Computers and tablets

Microsoft/Amazon

- New Apple MacBook Pro 16 inches with 512 GB; $2149 (save $250)

- Microsoft Surface Laptop 3 with 13.5 inch Touch-Screen; $1200 (save $400)

- Lenovo ThinkPad T490 Laptop; $889 (save $111)

- Amazon Fire HD 10 Tablet (64GB); $120 (save $70)

- Amazon Fire HD 10 Kids Edition Tablet (32 GB); $130 (save $70)

- Apple iPad Mini (64 GB); $335 (save $64)

- Vankyo MatrixPad S2 Tablet; $120 (save $10)

Tech, gadgets, and TVs

Apple/Amazon

- Apple Watch Series 3 with GPS; $120 (save $79)

- Seneo Wireless Charger, 3 in 1 Wireless Charging Station; $16 (save $10)

- SAMSUNG 75-inch Class Crystal 4K Smart TV; $998 (save $200)

- Nixplay 2K Smart Digital Picture Frame 9.7 Inch Silver; $238 (save $92)

- All-New Amazon Echo Dot with Clock and Alexa (4th Gen); $39 (save $21)

- MACTREM LED Ring Light 6" with Tripod Stand; $16 (save $3)

- Amazon Fire TV Stick with Alexa Voice Remote; $28 (save $12)

- DR. J Professional HI-04 Mini Projector; $93 (save $37)

Headphones and speakers

Beats/Amazon

- Beats Solo3 Wireless On-Ear Headphones; $120 (Save $80)

- Apple AirPods Pro; $169 (save $50)

- Anker Soundcore Upgraded Bluetooth Speaker; $22 (save $8)

- Powerbeats Pro Wireless Earphones; $175 (save $75)

- JBL Boombox; $280 (save $120)

Movies and TV

HBO/Amazon

- Game of Thrones: The Complete Series; $115 (save $89)

- Jurassic World 5-Movie Set; $23 (save $37)

- Deadwood: The Complete Series; $42 (save $28)

- Back to the Future Trilogy; $15 (save $21)

Toys and Games

Amazon

- Awkward Family Photos Greatest Hits; $15 (save $10)

- Exploding Kittens Card Game; $10 (save $10)

- Cards Against Humanity: Hidden Gems Bundle; $14 (save $5)

- LOL Surprise OMG Remix Pop B.B. Fashion Doll; $29 (save $6)

- LEGO Ideas Ship in a Bottle 92177 Expert Building Kit; $56 (save $14)

Furniture

Casper/Amazon

- Casper Sleep Element Queen Mattress; $476 (save $119)

- ZINUS Alexis Deluxe Wood Platform Bed Frame; $135 (save $24)

- ROMOON Dresser Organizer with 5 Drawers; $59 (save $11) 

- AmazonBasics Room Darkening Blackout Window Curtains; $26 (save $5)

- Writing Desk by Caffoz; $119 (save $21)

- SPACE Seating Office Support Managers Chair; $112 (save $116)

- Rivet Globe Stick Table Lamp; $53 (save $17)

- Christopher Knight Home Merel Mid-Century Modern Club Chair; $188 (save $10)

- Walker Edison Furniture Industrial Rectangular Coffee Table; $121 (save $48)

Beauty

Haus/Amazon

- MySmile Teeth Whitening Kit with LED Light; $21 (save $12) 

- Cliganic USDA Organic Lip Balms Set of Six; $6 (save $4)

- HAUS LABORATORIES By Lady Gaga: LE RIOT LIP GLOSS; $7 (save $11)

- Native Deodorant for Men and Women Set of Three; $25 (save $11) 

- BAIMEI Rose Quartz Jade Roller & Gua Sha; $14 (save $3)

- Honest Beauty Clearing Night Serum with Pure Retinol and Salicylic Acid; $20 (save $8)

- WOW Apple Cider Vinegar Shampoo and Hair Conditioner Set; $30 (save $5) 

- La Roche-Posay Effaclar Purifying Foaming Gel Cleanser; $15 (save $5)

- wet n wild Bretman Rock Shadow Palette; $9 (save $6)

- EltaMD UV Daily Tinted Face Sunscreen Moisturizer with Hyaluronic Acid; $25 (save $6)

Clothes

Ganni/Amazon

- Ganni Women's Crispy Jacquard Dress; $200 (save $86) 

- The Drop Women's Maya Silky Slip Skirt; $36 (save $9)

- Steve Madden Women's Editor Boot; $80 (save $30)

- adidas Women's Roguera Cross Trainer; $40 (save $25)

- Line & Dot Women's Elizabeth Sweater; $74 (save $18)

- Levi's Men's Sherpa Trucker Jacket; $57 (save $41)

- Adidas Men's Essentials 3-Stripes Tapered Training Joggers Sweatpants; $28 (save $12)

- Timex Men's Weekender XL 43mm Watch; $32 (save $20)

- Ray-Ban Unisex-Adult Hexagonal Flat Lenses Sunglasses; $108 (save $46) 

- Reebok Men's Flashfilm Train Cross Trainer; $64 (save $16)

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A Hair-Raising History of the Flowbee

The Flowbee revolutionized the highly suspect idea of cutting one's own hair.
The Flowbee revolutionized the highly suspect idea of cutting one's own hair.
I Love Fun, YouTube

Like many great ideas, there is some confusion surrounding how California-based carpenter Rick Hunts was struck by inspiration for the Flowbee. The infomercial sensation of the late 1980s is a vacuum cleaner attachment that straightens hair, munches on it with clippers, and then sucks the trimmings into the canister.

In one version, Hunts is beguiled by a television show he saw in 1979 that demonstrated a person getting their hair cut while hanging upside-down, freeing their locks for clipping. Another has Hunts using a vacuum to get sawdust from his workshop out of his hair and having an epiphany.

The latter sounds more like the kind of mythologizing that accompanies inventors—one questions the wisdom of using a vacuum to remove sawdust from their hair rather than simply showering—but it doesn’t matter much. However he came upon the notion, Hunts’s vision of an at-home substitution for a barber was the Soloflex of hairstyling. It promised convenience, affordability, and the novelty of boasting your hair had been trimmed by a Hoover upright.

Hunts’s device, which he initially dubbed the Vacucut, took six to seven years to develop. By one estimate, he went through four prototypes—the last one involving 50 modifications—before he perfected the vacuum attachment. (Hunts’s children—or, more specifically, their hair—were used for testing.) The Vacucut took hair anywhere from a half-inch to six inches in length and, thanks to the suction of the vacuum, pulled it straight in the same way a stylist holds hair between their fingers. Once extended, clippers inside the attachment trimmed the excess, which wound up in the vacuum.

It required no skill and no additional pairs of hands; the length was adjustable using the included spacers. Owing to the air flow and the fact the device made a buzzing noise similar to a bee, Hunts decided to rename it the Flowbee, with a bumblebee-esque black and yellow color scheme.

Hunts, who raised more than $100,000 from investors and even sold his cabinet shop to obtain additional funds to mass market his creation, clearly felt the Flowbee would be a slam-dunk. He approached major personal grooming companies like Conair, Norelco, and Remington to see if they’d be interested in the Flowbee. He also approached beauty salons to see if they’d consider selling them to customers. He later recalled that all of them said the idea was nuts. In the case of the salons, they were afraid the Flowbee might actually work as advertised and see a reduction in foot traffic from people content to cut their own hair. 

Dismayed, Hunts took to trying to move product out of his garage. He also went to county fairs, where he would have a volunteer come up on stage. One side of the person’s head would be trimmed with scissors, the other side with the Flowbee. The results were comparable, and Hunts began selling a modest amount of inventory at $150 each.

The reaction of the county fair crowd may have been on Hunts’s mind when he saw an infomercial one evening for a food-sealing product. The program-length paid advertisements were really just barker shows broadcast to a mass audience. The Flowbee, Hunts knew, needed to be demonstrated. So Hunts spent $30,000 to produce and buy airtime for a 30-minute spot that began airing in 1988. Soon, the entire country was watching people aim a vacuum nozzle at their heads and clip their own hair.

The Flowbee entered popular culture, getting mentions in films like 1992’s Wayne’s World, where Garth (Dana Carvey) is menaced by a Suck Kut, and on shows like Party of Five. Imitators like the RoboCut and the Hairdini appeared to bite into market share, but the Flowbee enjoyed brand recognition. A Flowbee Pet Groomer was introduced, and Flowbee barbershops were considered. By 1992, the Flowbee was being sold in major retail chains. By 1993, Hunts’s San Diego-based company, Flowbee International, had sold 200,000 units. By 2000, the number was 2 million. While that may not sound like a lot, consider that this was a vacuum cleaner attachment selling for $69.95 to $150 retail that was intended for use on one’s head.

While millions of people enjoyed the Flowbee’s kitsch appeal, some people thought it sucked. Stylists believed it lacked the artistry of a professional, while others complained it wasn’t effective on hair longer than six inches or on curly locks. It was also difficult for the Flowbee to trim the sides or around the ears. George Clooney, however, swears by it; in December 2020, he admitted that he's been using one to cut his own hair for decades.

While they no longer air infomercials, Flowbee International is still in business—and has seen increased interest in the wake of the coronavirus pandemic as people avoid salons and look for alternatives to becoming Howard Hughes. Unfortunately, health concerns have prompted a cessation of activity at the Flowbee factory in Kerrville, Texas. They don’t intend to ship new product (which now sells for $99) until things settle down. The RoboCut, however, is still shipping.