The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 11th Annual Shorty Awards

All I Really Want for Christmas

Entered in Branded Content, Long Form Video

About this entry

Kool-Aid Man has been crashing through walls since the 1970s. While there is widespread awareness and a lot of latent love, Kool-Aid Man was losing his relevancy. To cement his place in culture, the brand needed to expand beyond the traditional walls of TV and make a big "krash" to reignite the love and introduce him to a new generation.

Why does this entry deserve to win?

The holidays are known for collaborations. Two mics. Two artists. Often an unlikely pair. One song. Many powerhouse artists came together to create holiday culture. Crosby and Bowie. Bennett and Gaga. Denver and the Muppets.

We had Kool-Aid Man krash culture with a partnership as epic as the man himself. We found the perfect "Yeah!" to his "Oh, yeah!" in Lil Jon and transformed an iconic character who embodies a kid's drink into a genuine celebrity and music artist.




Video for All I Really Want for Christmas

Entrant Company / Organization Name

mcgarrybowen, Kraft Foods - Kool-Aid