June 15, 2009

KOOL-AID Supports KaBOOM! Launch of National Play Days Initiative

Together KOOL-AID and KaBOOM! Put Play on the National Agenda

TARRYTOWN, N.Y., June 15 -- Today KOOL-AID and KaBOOM! are getting serious about fun. The iconic beverage choice for all generations and the organization that has pledged to return play to kids' lives, announces the launch of KaBOOM! Play Days.

From September 19-27, over 1,000 communities across the U.S. will host free, fun-for-the-whole-family events that focus on the important role play plays in a child's life. One lucky community also will host the partnership's official spokespeople, Hip Hop Pioneer Rev Run and his wife Justine Simmons.

  • Purpose. While entertaining activities are a big part of KaBOOM! Play Days, they're not all fun and games. KaBOOM! Play Days are an opportunity for communities to come together to improve their local parks and playspaces with clean-ups and simple enhancement and construction projects.
  • Customized. Combining national reach with local impact, these events encourage each community to get creative and customize its Play Day to fit its own unique needs.
  • Supported. To help communities in their planning, Rev Run is hosting online training sessions at kaboom.org/koolaid. Once a community has registered online, Rev Run and the KaBOOM! team will guide them every step of the way to organize playful events kids of all ages will enjoy together.
  • Play Day Kit. After community leaders complete their training, they'll receive a Play Day kit filled with games, activity ideas and gear to help make their Play Day great.

"KOOL-AID has always been about having fun and playing. Supporting Play Days is our way of helping keep play alive on playgrounds and in communities across the country," explained Gregory Nesmith, KOOL-AID senior brand manager.

Darell Hammond, CEO and Co-founder of KaBOOM! said, "Play Days are a key part of putting play on the national agenda as a critical issue and we are delighted to have KOOL-AID support in making great play possible for kids everywhere."

Sign a 'Petition for Play'
While parks and playgrounds will likely be improved, Play Day attendees also will be expected to play games and have a great time. And, afterwards, they can get the word out that fun is serious. Everyone is invited to sign a national petition to Congress and municipal leaders that every child, regardless of income or geography, needs a great place to play within walking distance. And, they need at least 60 minutes each day devoted to play. For more information on how to sign the petition visit www.kaboom.org/koolaid

In addition to supporting KaBOOM! Play Days, this year KOOL-AID will be sponsoring its 25th community-built playground with KaBOOM!. The brand also has helped KaBOOM! train over 200 community leaders to be play advocates within their neighborhoods and provided grants for 20 additional Do-It-Yourself playgrounds.

About Kraft Foods
Kraft Foods (www.kraftfoodscompany.com) makes today delicious in 150 countries around the globe. Our 100,000 employees work tirelessly to make delicious foods consumers can feel good about. From American brand icons like Kraft cheeses, dinners and dressings, Maxwell House coffees and Oscar Mayer meats, to global powerhouse brands like Oreo and LU biscuits, Philadelphia cream cheeses, Jacobs and Carte Noire coffees, Tang powdered beverages and Milka, Cote d'Or, Lacta and Toblerone chocolates, our brands deliver millions of smiles every day. Kraft Foods (NYSE: KFT) is the world's second largest food company with annual revenues of $42 billion. The company is a member of the Dow Jones Industrial Average, Standard & Poor's 500, the Dow Jones Sustainability Index and the Ethibel Sustainability Index.

About KaBOOM!
KaBOOM! is a national non-profit organization that envisions a great place to play within walking distance of every child in America. Since 1995, KaBOOM! has used its innovative community-build model to bring together business and community interests to construct more than 1,600 new playgrounds, skate parks, sports fields and ice rinks across North America. KaBOOM! also offers a variety of resources, including an online community, free online trainings, grants, publications and the KaBOOM! National Campaign for Play, which includes Playful City USA and Playmakers - a national network of individual advocates for play. Headquartered in Washington, D.C., KaBOOM! also has offices in Chicago and San Mateo, Calif. For more information, visit www.kaboom.org.

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