Hype in the USA

Posted on 08/10/2014

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The USA team engages Kim Kardashian West and Candice Swanepoel as part of the US launch campaign

The United States Hype Energy team is opening up energy drinks to women in the US market. Hype is positioned globally as a lifestyle energy drink, however the USA team are taking it further in the US market by positioning Hype Energy as a product that caters to a woman¹s need for a drink that helps her keep up with her busy day-to-day life. This strategy is built upon the idea that not everyone that consumes energy drinks is interested in extreme sports, so the brand has chosen to step away from this area in the US market to make the brand more appealing to female customers.

As part of Hype Energy USA's launch campaign, the team has has engaged Candice Swanepoel - top fashion model for brands like Victoria¹s Secret, and number one on Maxim¹s Hot 100 list for 2014 - as a brand ambassador for Hype Energy. With a combined social media following of more than 5 million people, Candice and her sizzling new ad campaign with Hype Energy can be seen on the brand¹s website and in the pages of VOGUE¹s August and September issue.

Hype Energy has also engaged reality TV star Kim Kardashian as a spokesperson. With more than 60 million social media followers, Kim has already been posting photos with Hype Energy drinks and was caught by the press filming a Hype ad campaign, which will be released in the New 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. The Hype Energy team and I are very excited for the future of the brand and the expansion of the company throughout the United States", said Jansheski.

Hype Energy is now available for purchase in the USA as a case of 24 cans for $48.00 on the brand’s US website. Single cans may be purchased at Twice Daily, Pilot and Weigel¹s locations.