MIAMI -- A new line of energy drinks will target female consumers by "recognizing that not everyone that consumes an energy drink is interested in extreme sports" and beginning in convenience stores.
Hype Energy is positioning itself as a lifestyle energy drink that caters to a woman’s need for a drink that helps her keep up with her busy day-to-day life.
As part of the beverage's launch campaign and positioning, Hype Energy has engaged Candice Swanepoel, top fashion model for brands like Victoria’s Secret, and No. 1 on Maxim’s Hot 100 list for 2014, as the current brand ambassador for the drinks. With a combined social-media following of more than 5 million people, Swanepoel and her new ad campaign with Hype Energy can be seen on the brand’s website and in the pages of Vogue’s August issue.
Hype Energy will also be taking on reality TV star Kim Kardashian as a spokesperson in late 2014. With more than 60 million social-media followers, Kardashian has already been posting photos with Hype and was caught filming an ad campaign for the beverage, which will be released later this year.
“We love having Candice and Kim as our spokespeople for the Hype Energy brand,” said John Jansheski, president of Hype Energy USA. “Both women love our products and what we stand for.”
Hype Energy MFP is the brand’s classic flavor and flagship energy drink. The brand also offers low-calorie, zero and berry-flavored options: Enlite, MFP Zero and Up. Hype Energy drinks are known worldwide for containing only the best premium ingredients. The complete beverage line is formulated without any artificial colors or preservatives, and all of the drinks contain essential B vitamins and 80mg of caffeine per serving within their 8.4-oz. slim cans.
Today, Hype Energy is available for purchase as a case of 24 cans for $48 on the brand’s website. Single cans may be purchased at Twice Daily, Pilot and Weigel’s convenience-store locations.
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