Unlike some other new energy drink market entrants, says Hype Energy USA president John Jansheski, Hype Energy has a proven track record of success in other markets. In fact, the brand been around for almost as long as Red Bull, first hitting the market in the 1990s and subsequently gaining a footing in more than 40 countries from Canada and Spain to Iran and Nigeria.
But until this year, it has not had a meaningful presence in the US, says Jansheski, who founded the DenTek oral health business in the 1980s and has recently secured the exclusive license to sell Hype Energy in the US.
There is space for a brand that is more fashion and lifestyle oriented
To show he means business, Jansheski has kicked off his US launch campaign by recruiting reality TV star Kim Kardashian and Victoria’s Secret model Candice Swanepoel as brand ambassadors - and is going after consumers who want a caffeine hit, but are not inspired by endless pictures of motor sports.
Swanepoel’s new ad campaign for the brand featured in VOGUE’s August issue, says Jansheski, while Kardashian will join as a spokesperson in late 2014 and has filmed her own ad campaign for the brand that will be unveiled later this year.
He adds: “There are some amazing competitors and very entrenched brands in the US energy drinks market, but I still think there is space for a brand that is more fashion and lifestyle oriented.”