Unlike top sellers in the energy drink market, Hype Energy is opening up the category to women in the U.S. market. The brand 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. Hype understands that not everyone that consumes an energy drink is interested in extreme sports, so the brand has chosen to step away from this area in the U.S. market to make the brand more appealing to female customers. As part of Hype’s launch campaign and this unique 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 Hype Energy. Hype Energy will also be taking on reality TV star Kim Kardashian as a spokesperson in late 2014. The complete beverage line is formulated without any artificial colors or preservatives, and all of the drinks contain essential B vitamins and 80 milligrams of caffeine per serving within their 8.4-ounce slim cans.
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