Kim Kardashian Is Co-Founding an Energy Drink Brand, and Her Launch Ad Roasts Everything the Internet Has Ever Said About Her
The drink is called UPDATE, a zero-sugar, zero-calorie, caffeine-free energy drink Kardashian co-founded, and the campaign sells it by leaning into everything people already say about her.
UPDATE runs on paraxanthine instead of caffeine, the metabolite the body produces when it breaks caffeine down, pitched as smooth focus for up to 4 hours without the jitters or the crash. It launched in 2022 under CEO Daniel Solomons. Kardashian started drinking it in 2023, gave feedback for years, and formally joined as co-founder for the 2026 relaunch, which included new packaging, a reformulation, and a Walmart push into thousands of doors at around $3 a can. “Clean energy without the jitters or crash,” she’s said, “just clarity, focus and balance.”
The ad plays out as a mock press conference, with reporters lobbing the questions she gets in real life. “People are always asking about all of the work I’ve gotten done,” she says. “Not that type of work.”
The formula, she notes, was “formulated by a team of leading experts, none of whom are me.”
She works in a Gloria Allred cameo, a nod to the cosmetic procedures rumors, and the line about the bar exam she never passed. “Did she even ever pass the bar? No, I didn’t pass the bar. I raised it.”
Then she turns her own famous advice on herself: “When she said, get your a** up and work, this is not what I pictured.”
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