Dive Summary:

• Kraft Foods has hired Saatchi & Saatchi New York to update their iconic Kool-Aid Man for 21st century consumers.
• The new campaign features a CGI mascot, unique in its mannerisms and sound bytes.
• iOS and Android apps are also available, namely a "photobomb" type app where the new Kool-Aid man can be added to user's pictures.

(Image credit: PR Newswire)

From the article:

The campaign -which launches today - features a CGI-generated Kool-Aid Man who has “his own characteristic sound, expanded vocabulary and developed personality”, plus his own Facebook page and an Android- and iOSenabled Kool-Aid Man PhotoBomb mobile app. ...