28/07/2026
Kim K has an Update, and it’s one that’s about to disrupt an entire category.
The latest rung on the Kardashian ladder? Energy drinks.
The launch is a masterclass on the power of copywriting, and leveraging celebrity branding, perfectly showcasing how to use a personality effectively to build a brand.
Wit. Callbacks. Repositioning. The script achieves it all. It showed that not taking yourself too seriously can resonate strongly with audiences, with the announcement leaning right into public conversation and controversy to strike relevance.
“I didn’t pass the bar, I raised it.”
“Caffeine just wasn’t working, and working is my thing.”
The lines feel like a reward for cultural understanding. Kim’s entire ethos is work, and the entire ad is a press conference - something she is well accustomed to. The brand alignment makes complete sense - she owns the female hustle space, and to naturally extend into backing a product that fuels this lifestyle is exactly why the Kardashians continue to stay on top.
The storytelling is unmatched and the copy even sharper, the cultural impact palpable, and the instant affinity this lends to her new brand is already taking effect.
We're drinking it up.
