Kim Kardashian is stepping further into the beverage space with the official launch of UPDATE Energy Drink, introducing the paraxanthine-powered brand to consumers through a self-aware campaign that leans into the headlines she's become accustomed to.
Fronting the launch film, Kardashian appears at a fictional press conference where she pokes fun at everything from her legal studies to the media's fixation on her bar exam journey. The playful spot is designed to underline her role beyond celebrity endorsement, positioning her as an active co-founder who relies on the drink to keep pace with a schedule spanning business ventures, law school and raising a family.
After first trying the drink as a customer in 2023, Kardashian joined the company as a co-founder, helping reshape its branding through a refreshed visual identity, minimalist packaging and a broader long-term strategy.
The drink also looks to separate itself from the crowded energy market through its formula. UPDATE is powered by paraxanthine, a naturally occurring compound produced when the body metabolises caffeine. The ingredient is designed to provide longer-lasting energy and sharper focus while reducing the jitters, crashes and anxiety commonly associated with conventional energy drinks.
Following its official launch, UPDATE is now available to purchase through the brand's online store as well as more than 4,000 Walmart locations across the US.
