With UPDATE, Kim Kardashian Plans To Shake Up The Energy Drinks Category

A Brand Rooted In Science, Aiming to Reshape the Energy Drinks Market

Valued at more than $20 billion in the U.S., the energy drinks market continues to experience strong growth while becoming more saturated with the entrance of new players, promising an alternative to traditional high-caffeine, high-sugar options. Brands are increasingly offering sugar-free, low calorie, functional beverages focused on natural ingredients and extracts such as adaptogens to satisfy consumers’ quest for more balanced options. As an example, water company Liquid Death introduced its first “better-for you” energy drink last year, formulated with no sugar, only five calories, vitamins, and an “unextreme” amount of caffeine at 100mg, compared to up to 200 mg in many energy drinks on the market.

While nearly 70% of Americans still consume caffeine daily, many are also seeking its energy-boosting impact with a little more balance. This inspired Daniel Solomons to create UPDATE in 2022, with Kim Kardashian joining more recently after discovering the brand and wanting to accelerate its mission of creating the future of energy. The starting point for UPDATE was to completely rethink how energy drinks are formulated. “Science has always been at the heart of UPDATE. We didn’t start with a flavor or a can design. We started by asking whether there was a better way to create energy,” shares Solomons.

While many energy drink manufacturers use synthetic caffeine, UPDATE took a different approach to provide energy benefits without the negative impacts often associated with caffeine consumption. Its star ingredient, paraxanthine, is the clean compound present within caffeine that the body uses for focus, in turn delivering smooth, steady energy without the energy spike or crash. It is also formulated with ingredients like Alpha-GPC, L-Theanine and Vitamin B12 to support mental clarity and calm concentration. As expressed by Solomons, “we’re creating something that fits naturally into people’s everyday lives and represents clarity, ambition, and a smarter approach to energy.”

UPDATE’s Futuristic, Science-Based “Focus Lab” Pop-Up

To convey its core differentiator and brand positioning, the brand’s pop-up took the shape of a “Focus Lab” in Los Angeles to allow guests to experience firsthand what a different kind of focused energy feels like. The aim was for visitors to learn about the science behind paraxanthine while sampling UPDATE’s next-generation energy drinks, all while being immersed in the aesthetic world featured in the video. “While our digital spot started a conversation and stoked a new level of awareness for UPDATE, this pop-up is the opportunity to take action on that newfound awareness with the community,” explained Leonor Castro, Senior Director, Creative Development & Social Strategy at OBB Bolded.

The idea was to mirror the energy of the video campaign, recreating elements of the video for visitors to interact with, while also learning about the science behind the product to understand how UPDATE is different. “The Focus Lab gives us a chance to have those conversations in a hands-on way while letting people experience the product for themselves” said Solomons.

The objective was also for guests to immerse themselves in a world very much inspired by Kim Kardashian. Her influence is present throughout the brand: “We created a campaign that established an identity for the UPDATE brand that feels fresh and new while also feeling unmistakably Kim,” Castro told us. The result is a sleek, modern and “slightly futuristic” look, which the celebrity and business woman contributed to every aspect of it.

Already selling through its DTC website as well as at Walmart and The Vitamin Shoppe, UPDATE is entering its next phase of growth. By early Q4, the brand expects to expand to more than 14,000 retail doors and 100,000 points of distribution nationwide, while introducing 20 new SKUs. While many will surely roll their eyes, attributing the brand’s momentum and visibility to its founder, many recognize her ability to identify and develop strong business opportunities. “She knows people might have something to say about yet another brand coming from her or her family, but she doesn’t care because she knows what she’s bringing to the market is legitimately unique and valuable.” Solomons previously shared that her role had been instrumental to the relaunch of the brand and that she was “hands-on across product formulation, brand positioning, creative direction, and long-term vision.”

With UPDATE, she might have very well spotted a good opportunity. The energy drinks market is ready for an overhaul. “The future of energy isn’t louder or stronger – it’s smarter. As consumers demand balance over intensity, winning brands will be those that pair functional performance with cleaner ingredients, multi-benefit appeal and relevance across ages, occasions and everyday life,” shared Julia Mills, analyst at research firm Mintel, in the firm’s US Energy Drinks Market report. That is precisely what UPDATE is setting out to achieve. Backed by differentiated science and Kim Kardashian’s strong cultural and business instinct, the brand is positioning itself as a new player in the evolving energy drinks market.