This case study describes a campaign in the US by Kool-Aid, a beverage brand owned by Kraft, which sought to convert passive awareness of the brand into sales by targeting mothers on social media. The ...

Now, many were quick to explain what the drink is, but things took a darker turn when explaining the origin of the ‘don’t ...

Drinking the Kool-Aid' has become a common phrase in American vernacular, however, the expression has a sinister origin with roots in a violent cult and mass murder. The phrase originated from ...