A college football name-swap campaign kicked off in August in the USA when drinks brand mascot the ‘Kool-Aid Man’ changed his name to Ga’Quincy McKinstry after Alabama’s freshman defensive back and brand ambassador Ga’Quincy McKinstry legally changed his name across all football rosters to ‘Kool-Aid’ McKinstry.
The stunt campaign was conceived and executed by creative agency VaynerMedia and full-service athlete representation agency VaynerSports to generate traction for the drinks brand amongst college football fan and promote the brand’s ‘OH YEAH’ tagline.
As the college game ramps up for the new season in September, the Kool-Aid Man and Ga’Quincy name swap marketing stunt also stretched to their social media accounts – including Instagram and Twitter – for 24 hours.
OHHH YEAHH! @GaQMcK1 #ItsOfficial #SigningDay #BrandAthlete pic.twitter.com/bfiO9KwIW9
— Ga’Quincy McKinstry (@koolaid) August 18, 2021
Comment:
This campaign highlights how the new rules on college athletes and professional income are evolving this season and it also sees the Kool-Aid Man continue to build a reputation for crashing and leveraging cultural moments across the sport and entertainment landscape.
Another recent initiative saw him become the first brand mascot to crash Cameo and Clubhouse to give people an ‘OH YEAH’ moment.
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