Jell-O wants to be part of our lives again.

The company that once scored legions of fans with its Bill Cosby commercials is looking to reinvent itself with a new ad campaign it launched this week, featuring a new tagline of “Fun things up.”

Jell-O’s sales have slipped in recent years, due to decreased ad spending and a focus on focusing on sugar-free flavors as part of the Atkins diet that has since subsided.

The company is now redirecting its attention to show consumers that Jell-O is a fun, wholesome treat for everyone.

[AdvertisingAge]