"This isn't just a celebrity brand endorsement. Since joining Update, Kardashian has worked closely with the team to completely rethink Update's branding, taking it from what Solomons describes as a "masculine tech bro" look to a can that feels perfectly natural in Kardashian's hand. This shift taps into the refined personal brand that Kardashian has built over the past several years."
"For Kardashian, Update is essentially Skims in a can: a drinkable version of the aspirational aesthetic that's at the core of all of her business ventures."
"Update is a four-year-old energy drink brand founded by CEO Daniel Solomons. On February 24, the brand revealed a full packaging and design overhaul and introduced Kardashian as a cofounder in its new era. In addition to Kardashian's sign-on, Update also announced a 4,000-store distribution deal with Walmart, which will begin on March 1."
Kim Kardashian has become cofounder of Update, an existing energy drink brand founded by CEO Daniel Solomons. After being a consistent customer since 2023, Kardashian provided feedback on the brand's formula and packaging, leading to her formal involvement. The brand underwent a complete redesign, shifting from a masculine tech aesthetic to a refined, minimalist look that reflects Kardashian's personal brand identity, particularly mirroring her successful Skims apparel company. The rebrand features neutral colors with pastel accents and a futuristic yet grounded ethos. Simultaneously, Update announced a major distribution partnership with Walmart, with 4,000 stores beginning to stock the product on March 1.
#celebrity-brand-partnerships #energy-drink-market #personal-branding #product-redesign #retail-distribution
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