Kim Kardashian Launches Energy Drink UPDATE With Satirical Campaign

Kim Kardashian officially launched her new energy drink brand, UPDATE, this week, accompanied by a satirical debut campaign. The promotional video features Kardashian hosting a mock press conference, humorously addressing her bar exam journey and public critics. The campaign aims to highlight her active role as the brand's co-founder.

UPDATE is formulated with paraxanthine, a science-backed ingredient designed to offer smooth focus without the jitters and crashes associated with traditional caffeinated beverages. Paraxanthine is the primary metabolite the human body naturally converts caffeine into. Kardashian joined UPDATE as a co-founder after discovering the drink as a consumer in 2023. She has been instrumental in overhauling the brand's visual identity, minimalist packaging, and long-term strategy.

The tongue-in-cheek commercial illustrates how Kardashian uses the drink to maintain focus amidst her demanding schedule, which includes business management, law school, and family life. The launch campaign playfully pokes fun at tabloid headlines and commentary surrounding her legal studies.

UPDATE is currently available for purchase online through the brand's webstore and in over 4,000 Walmart locations nationwide. The brand's Instagram account shared a post detailing the launch.