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Kool-aidKool-Aid is an artificially-flavored soft drink concentrate made by Kraft Foods. Kool-Aid is sold as a powder to be mixed with water, and versions are made with and without sugar as well as with an artificial sweetener. Kool-Aid's predecessor was a liquid concentrate called Fruit-Smack. To reduce shipping costs, in 1927, Edwin Perkins discovered a way to remove the liquid from Fruit-Smack, leaving only a powder. This powder was named Kool-Ade (and a few years later, Kool-Aid). The mascot of Kool-Aid, Kool-Aid Man, is a gigantic anthropomorphic frosty pitcher filled with Kool-Aid and marked with a fingerprinted smiley face on it, seen in Kool-Aid's advertising. His catch-phrase is "Oh, yeah!" Because the Perkins Products Company had its origins in Nebraska, and the company's founder kept his ties to the state, Kool-Aid was made the official soft drink of Nebraska. Other uses Its high concentration of food coloring and its low retail cost (US$0.20 a packet as of 2004) has led some to use Kool-Aid to dye fabric and hair. In the 1960s, Ken Kesey and the Merry Pranksters were notorious for lacing Kool-Aid with LSD at gatherings. Publication of journalist Tom Wolfe's recollection of their mad tour, The Electric Kool Aid Acid Test, which captured this aspect of the decade, cannot have been greeted with pleasure at Kraft Foods. In 1978, 900 followers of cult leader Jim Jones committed suicide by drinking a grape-flavored drink laced with cyanide at their commune in Jonestown, Guyana. This drink is often said to have been Kool-Aid, and this popular misconception is so widespread that to "drink someone's Kool-Aid" and to be a "Kool-Aid drinker" has acquired the meaning of having been convinced by someone's ideology, even to the point of self-destruction. In fact, the drink at Jonestown was Flavor Aid, a competitor of Kool-Aid. Negative image Kool-Aid is a drink commonly associated with America's poor due to its low cost. Some have alleged that the drink is intentionally marketed to African-Americans, since Kool-Aid Man has a deep baritone voice and says the minstrel-esque catchphrase: "Oh yeeeeeeaahhh!" Other commercials, aimed at older consumers, depict African-American families bonding over Kool-Aid. Starting in the new millennium, Kool-Aid Man has been gradually phased out, or when he does show up during children's television, he curiously is donning khaki shorts, a stereotypical style of white suburban America, suggesting that those allegations perhaps aren't so unfounded. External links
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