SK Energy Steps Out on its Own
Curtis Jackson, better known as hip-hop recording artist 50 Cent, is letting his energy shots speak for themselves. AdWeek recently explored the shift in the marketing of his brand SK Energy, which has shed its blinged-out look for packaging with more widespread appeal. Upon SK’s debut in 2011 (which launched as “Street King”), the brand focused almost entirely upon its association with Jackson, but now the rapper’s taken a backseat role, quietly sharing brand ambassador duties on SK’s website alongside NFL stars Colin Kaepernick, Wes Welker and Fox Sports anchor Erin Andrews. Jackson, who’s a part owner in the company, has been supportive of the shift, telling AdWeek “Our goal with SK Energy was to create a viable product and a lasting brand. [The] redesign appeals to a broader audience and makes us more competitive.”
GT Dave’s Journey
Inc. recently ran an exhaustive profile of GT Dave, the founder of GT’s Kombucha and a pioneer behind of the fast-growing kombucha category. The long read spans from the night of his conception (yes, you read that right) to his ascension as the leader in what’s now a $600 million beverage category. In between, Inc. details GT’s personal and professional triumphs and tribulations of his 20 year kombucha journey, including the 2010 recall that almost shut his business down just as it was getting started. Also it turns out he drinks 8 to 12 bottles of kombucha per day.
SodaStream Looks to Reclaim Lost Fizz
From its carbonation systems to its flavorings to its gas canisters, SodaStream sales have been on a steady decline in the United States since the company’s peak in 2013. The New York Times recently spoke with SodaStream CEO Daniel Birnbaum, who says the company’s looking to capitalize on the “blurring of the space between soda and water.” SodaStream recently launched a new line of fruit flavorings, including Pomegranate Acai, Green Tea Lychee, and Yuzo Mandarin.
Hoist’s Entry into Krogers Powers Sales
The makers of premium hydration drink Hoist are targeting $1 million in sales in 2015, according an article in the Cincinnati Business Courier. Powered by its entry into Kroger’s 212 Ohio stores, the company’s co-founder Kelly Heekin says sales have risen by 20 percent every month since it landed on the retailer’s shelves. Hoist, which was initially marketed as an anti-hangover beverage before being rebranded as a fast-acting hydration drink, is also available in Walgreens and several independent convenience stores in the region. Hoist is also attempting to re-sign its spokesperson of two years, Cincinnati Reds center fielder Billy Hamilton.