Kim Kardashian has built an empire on turning headlines into business opportunities, and her latest venture may be her most self-aware yet.
The reality star and entrepreneur has officially unveiled UPDATE, a science-backed energy drink she has joined as co-founder, alongside a tongue-in-cheek advertising campaign that openly pokes fun at some of the internet’s biggest jokes about her. (People.com)
Styled like a dramatic White House press conference crossed with a contemporary art installation, the commercial sees Kardashian addressing reporters before revealing herself inside a transparent glass box, relentlessly working on a laptop while literally placed on a pedestal. It’s a clear visual nod to one of her most infamous quotes, when she advised women to “get your ass up and work” – a comment that sparked widespread backlash online. Rather than ignore the criticism, Kardashian leans into it, transforming the meme into the centrepiece of the campaign.
The advert is packed with self-referential humour. Kardashian also jokes about her highly publicised legal journey after failing the California Bar Exam, delivering the line: “I didn’t pass the bar. I raised it,” while also making playful references to the endless speculation surrounding her appearance and cosmetic procedures. Instead of distancing herself from years of internet discourse, she embraces it, effectively turning criticism into brand storytelling. (Parade)
The campaign arrives as Kardashian formally steps into a leadership role at UPDATE after reportedly becoming a devoted customer in 2023. According to the company, she spent more than a year advising on flavour development, product formulation, branding and creative direction before becoming a co-founder. (Business Wire)
Unlike traditional energy drinks, UPDATE is built around paraxanthine rather than caffeine itself. Paraxanthine is the primary metabolite produced when the body breaks down caffeine, and the company claims it delivers sustained focus and mental clarity without the jitters, crashes or overstimulation commonly associated with conventional energy drinks. The beverage contains zero sugar and zero calories and launches in five flavours: Berry, Grape, Mandarin, Peach and Pineapple. (Business Wire)
The relaunch also represents a major retail push. UPDATE is already rolling out nationally, with distribution expanding into thousands of stores following a significant Walmart launch earlier this year, positioning it to compete in the increasingly crowded celebrity-backed functional beverage market. (Business Wire)
Love her or loathe her, Kardashian once again demonstrates an ability few celebrities possess: taking years of online mockery, packaging it into an expensive-looking commercial, and somehow making the joke work in her favour. In an era where authenticity and self-awareness often outperform polished perfection, UPDATE may be as much a lesson in reputation management as it is an energy drink launch.