KOOL-AID RUBE GOLDBERG MACHINE
I was a big fan of Kool-Aid as a kid, so I was excited when my group was assigned Kool-Aid as our brand for this project.
Enjoying a Kool-Aid Burst with my dad at the beach, circa 1995.
Enjoying a Kool-Aid Burst while filming this project, circa 2016.
THE ASK: Create a Kool-Aid branded Rube Goldberg machine that makes a simple task complicated. The machine must have at least 12 triggers, and the story behind it must reflect the brand’s values and target audience.
KEY FINDINGS & STORYLINE: Nostalgia is part of what makes Kool-Aid the brand that it is. The Kool-Aid Man has been the face of the brand for over 60 years. In the story our video tells, the Kool-Aid Man has decided to retire and finds a better way to give kids Kool-Aid: through his machine.
BRAND TONE: Fun and playful. Our machine intentionally involved bright colors and childhood toys such as dominoes, marbles, and toy cars.
WHAT I LEARNED: This project was certainly an exercise in creative problem solving and teamwork. Building our Rube Goldberg machine brought out unique strengths in each team member. I learned when to take charge and when to step back. We worked on it over a five-week span, and the project challenged us to think strategically and brought us closer together as a team. After countless hours with this team, I’m happy to report that we’re all still good friends.
RUBE GOLDBERG MACHINE VIDEO:
Keep scrolling to see photos of the machine design and each team member.
BEFORE AND AFTER:
Kool-Aid Man putting the quarter in to start the machine.
The face of victory when our machine finally worked, poured Kool-Aid, and we got it all on camera!
MACHINE DESIGN:
MEET THE TEAM:
THE TEAM:
Melissa Jackson (Strategy)
Shelby Williamson (Strategy)
Allison Rinaldi (Art Direction)
Brian Marcolini (Copywriting)
Aaron Mayor (Experience Design)
Colin McCool (Creative Brand Management)