Starting in the mid 1960's, Kool Aid began using Bugs Bunny to sell their new Pre-Sweetened mix. This may have been a reaction to Pillsbury's Funny Face which at the time was making a run at Kool Aid's market share. And General Foods used Bugs to the fullest extent with various packs, displays, ads and premiums. In Canada Bugs even appeared on some packs in a Super Bugs outfit. By the early 70's, Funny Face still had not taken much of a bite out of Kool Aid and Bugs role at Kool Aid pretty much disappeared until the 1980's.