July 06,1997

Dear Sir or Madam,

I could not help but notice a recent Kool-Aid commercial which has as its plot the larger than life Mr. Kool-Aid rapping up a storm down in the hood. Lyrics such as "Cruising with the Big Man" call into question the motive behind this commercial. The timing of this ad was terribly ironic as it coincided nearly to the day with the gangland style murder of the Notorious B.I.G. Was this an intentional advertising tie in or just a huge coincidence? I anxiously await your reply.

NO REPLY

Sincerely yours,


John Doh
P.O. BOX 2959
Hearst, Ontario
P0L 1N0
Canada

Kraft
General Foods Canada Inc.
Don Mills, Ontario
M3C 3J5

November 10, 1997

Dear Kool-Aid,

John Doh here. Don't mean to be pushy or anything but it has been over 4 months since I last contacted you regarding a now not so recent Kool-Aid commercial. I can't for the life of me figure out what the hold up is. I think the question I posed was quite strait forward and surely does not require 4 months to prepare a response to? Let me refresh your memory if by some inexplicable chance you do not recall my letter. I was simply inquiring about the irony between the untimely death of the Notorious B.I.G. and the gang-like setting depicted by Mr. Kool-Aid and his posse in the commercial. I think you owe the public who you wish to influence through these ads an explanation as to your motives. The message you seem to be endorsing is one of violence and perpetual "hammer time". This, in my opinion, is wrong. I hope you will realize through reading this letter that I am serious about this issue and that I will not rest until I receive an explanation. I would appreciate a speedy response.

Sincerely yours,


John Doh
P.O. BOX 2959
Hearst, Ontario
P0L 1N0
Canada

November 25, 1997

Mr. John Doh
Box 2959
Hearst, ON P0L 1N0

Dear Mr. Doh:

Thank you for taking the time to express your concern about our recent promotion through KOOL-AID Drink Mix. We apologize for the delay in responding to your letter. We receive over 60,000 letters and calls each year and sometime we may fall short.

Your point of view will be taken into consideration as we evaluate this commercial. We value your thoughtful and constructive criticism. Listening to consumers is critical to our success as a company and critical to myself personally as a key consumer advocate representing Kraft Canada. If we have offended you, I can assure you it was unintentional and for this I apologize.

I do hope that you will continue to enjoy Kraft Canada products for the taste and high quality of our products along with the fun we try to bring to our products through our consumer promotions.