Krashing
kulture

To revive Kool-Aid's relevance and captivate a new digital generation, we aimed to make a cultural impact. Embracing the concept of brands turning into celebrities, we boldly positioned Kool-Aid Man as an influencer. After all, why couldn't a brand become a celebrity?

Role:  concept, art direction, design and production

Oh Yeah, We Brought It .

Old School Icon, New School Influence

In just two months—and with mostly organic content—Kool-Aid’s social presence delivered results that beat Kraft Heinz benchmarks and punched way above its weight.

A few paid posts helped amplify key moments, but the heavy lifting? That was scrappy, culture-first creative doing its thing.

Here’s what we mixed up:

• 184.2M GIPHY views 
• 31.3M Snapchat Lens impressions
     + 403.9K shares, with 15 sec avg. Engmt
• 12% YouTube subscriber growth
• 75% Instagram Story completion rate
• Kooking with Kool-Aid outperformed

benchmarks:
    5.25% VCR / 16.8% ER (Pie)
    2.66% VCR / 8.23% ER (Pancakes)

The approach: Create culturally sharp, shareable content that invited people to play with the brand—not just scroll past it.

All I really want for Christmas

The payoff:
• 2B earned impressions
• 11M video views
• SNL feature
• 17% sales lift
• 141M social mentions

We crashed the holidays with an internet-stirring song and video, fusing Lil' Jon's infectious "Yeah!" with Kool-Aid Man's unforgettable "Oh, Yeah!" Their collaboration birthed an actual song, not a commercial. Without warning, we unleashed this masterpiece, and it swiftly took off.

Imitation flatters

When the internet starts riffing on your brand—and even late-night TV jumps in—you know you’ve hit a nerve. Kool-Aid Man was no longer just crashing walls; he was crashing pop culture itself.

Influencing

An influencer is a person with a social media following who creates niche content, collaborates with brands, and engages their audience through posts. It's no surprise that Kool-Aid Man would have his own YouTube channel.

Click on KAM's page below to enjoy  ⬇️

Ohhhh? Yeah! 🇺🇸

A Social Scream

For Ghoulaid, we built an integrated campaign targeting families with a mix of engagement and product-forward content.

We kicked things off with a Twitter poll to let fans decide Kool-Aid Man’s Halloween costume. Skeleton won (RIP pirate dreams). We dropped a wild reveal video, backed it with paid media, and stirred up spooky vibes everywhere.

Then came custom pumpkin stencils, a how-to video, and a carve-along kit that turned kitchens into KAM shrines.

Ghoulaid wasn't just a drink—it was a whole vibe.

Oh? Sour! Yeah!

To combat flavor boredom, Kool-Aid introduced New Kool-Aid Sours, bringing a party to your taste buds. In response, we crafted scenarios filled with excessive sweetness, enabling the Kool-Aid Man to showcase his mastery crashing these moments, adding a delightful touch of sourness when you needed it the most.

Oh Yeah, Kool-Aid Was Back.

From scrappy organic hits to viral holiday chaos, we didn’t just refresh a brand—we rebooted its place in culture. Kool-Aid Man went from nostalgic icon to full-blown influencer, landing in memes, music videos, and even a few late-night punchlines.

The result? A legacy brand making noise in modern feeds—and proof that with the right ideas, even a pitcher of red drink can break the internet.