Kool-Aid Man has been crashing through walls since the 1970’s. While there is widespread brand 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 crash to reignite the love and introduce him to a new generation in a way that would get everyone to start talking, and never stop.

We identified the perfect musician to partner with and enter the music world, as a musician ourselves. We didn’t want to make a brand jingle or a song about a brand message. We wanted to crash the entire music industry, and create an original song to take over every holiday playlists in the most authentic way.

The holidays are known for collaborations. Two mics. Two artists, often an unlikely pair coming together for one song. These powerhouses join forces to create holiday culture.

We cemented our place in history with the most unexpected duet, partnering with someone that’s equally epic as Kool-Aid Man himself, a Grammy award-winning musician, Lil Jon. With “All I Really Want For Christmas,” we found the perfect “Yeah!” to Kool-Aid Man’s “Oh yeah!” and together, created not only the best Christmas song ever, but a new piece of culture. An original song and unforgettable music video for fans, and new fans, of all ages.

We brought two icons together to create one behemoth experience. Kool-Aid Man, the beloved giant jug who’s been crashing walls and bringing the fun for generations found a partner just as epic as himself: Lil Jon, a pioneer of an entire genre of party music. This duo crashed onto the scene with a Christmas anthem aimed at disrupting the holiday songs played on repeat to bring the joy and fun to a (let’s be honest) stressful and repetitive season.

While Kool-Aid Man has made cameos in hip hop culture, he is no expert in producing and releasing a track. Luckily, our partner Lil Jon is. We strategically leaned on him to write, produce, and drop the track across his streaming channels while he left the social engagement to us, tapping both audiences. Lil Jon was the lead and Kool-Aid Man was the feature, making us true to hip hop collaborations.

We dropped “All I Really Want for Christmas” on New Music Friday, two weeks before Christmas, across global streaming platforms, national terrestrial radio, and top databases accessed by DJs and producers.

The song was picked up by major publications, seeded as UGC content by influencers and playlisted on streaming platforms. Lil Jon and Kool-Aid Man engaged with fans across social, dropping hints of a video and creating a swell of conversation.

On Monday, Rolling Stone exclusively released our music video, with Lil Jon later posting it to YouTube and Kool-Aid Man pushing it out with paid support across social.

We fueled the conversation and reacted along with fans with over 1,400 custom engagements from Kool-Aid Man. Then a new wave of people took the content into their own hands to create UGC inspired by our video, without us asking for it.

The song and video scored

? 2B+ earned impressions

? 11MM+ views

? 94% of social impressions earned

? 533 media placements in top tier outlets like Billboard and People

? Deemed “the year’s rowdiest Christmas song” by Rolling Stone

? An MTV "must-see video"

The track

? Streamed 2.4MM+ times

? Added to major playlists like Spotify’s Beast Mode

? Charted organically on rhythmic charts upon release

? Spun organically 715 times across terrestrial radio

Social fans

? Mentioned Kool-Aid and Lil Jon 140K+ times

? Used #AllIReallyWantForChristmas 18K times

? Created enough conversation to score a Twitter Moment

We created a mutually beneficial program

? 400K+ new monthly Lil Jon Spotify listeners, double the growth of his last release with 2Chainz

? 17% increase in Kool-Aid sales over PY while content was on air

? 9pt growth in Kool-Aid intent to ask between Q3 2018 and Q1 2019