Objectives

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.

Strategy and Execution

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.

Results

RESULTS:

• Nearly 2 billion earned impressions in less than 2 weeks
  • 425 total media placements
• More than 9 million video views
• Top Entertainment Twitter Moment on first day of video launch
• 150 spins on terrestrial radio in first seven days
• Hundreds of fans created and posted their own films and mashups inspired by the video

Media