With the launch of the new Mystery flavor of Kool-Aid Jammers pouch drinks, Kool-Aid wanted to extend the promotion online to further engage its audience and drive purchases. We launched a promotion within Postopia.com (another Kraft product) in order to leverage the existing code entry system and traffic. Built as a comprehensive experience in a “mystery lab,” kids were welcomed by the prime brand equity, Kool-Aid Man. Rollovers prompted kids to interact with the page. As they played with the lab-inspired interactive tools (e.g., magnifying glass, dropper, clipboard) they picked up additional clues on the mystery flavor. The dark background supported the mystery theme, while the bright, rainbow colors kept the site from seeming sinister and reinforced the flavors of Kool-Aid Jammers. Kids who guessed the mystery flavor correctly were rewarded with an online game. Kids who retrieved a code from a purchased mystery flavor package could unlock extra games; thus, encouraging additional purchases. Banners ran at Kool-Aid.com as well as throughout Postopia.com to drive traffic to the micro-site.