STōK Cold Brew is not a beer. It’s Danone’s iced coffee brand in the US. Is iced cool with the hip millennial crowd? Well, it will be. Because Fallon Minneapolis knows what it takes to be cool. And Fallon is STōK Cold Brew’s creative agency of record.

The agency has teamed up with Turn Down for What rapper, Lil Jon, to teach people how to be a hype man (or woman). Lil Jon, for the uncool, is cool. He’s a Grammy winner and the “king of hype”. Hype people, for the uncool, is the name for the backup rapper who shouts things like “yeah!” “werk!” and “let’s go!”

The campaign includes an interactive experience where you can create your own hype track at www.stokyourself.com, inserting your own name and activities to curate your own personal hype-music video.

“I’ve gotten people hyped my whole career,” Lil Jon stated. “It’s cool to be partnering with a brand that wants to motivate and energise folks…especially in such an epic way!”

“At STōK, we never take ourselves too seriously,” added Lindsey Morgan, director of marketing for STōK. “We craft cold brew coffee that’s not only deliciously smooth, but also inspires motivation to pump up the day. Lil Jon is the perfect partner for us to bring the hype!”

There’s also a series of Lil Jon how to (do cool things like Lil Jon does) videos:

An Alexa Skill. Just ask: Alexa, Ask SToK Cold Brew To Hype Me Up.

And the coolest press release ever (for wannabe-cool journos).