Entertainment Icon and Pioneer Beverage Company Join Forces to Create New Product to Coincide With Debut of “Clean Energy for Dirty Minds” Campaign
GURU Beverage Co., a developer and distributor of 100% natural and organic energy drinks built on principles of wellness, health, performance, authenticity and living life to the fullest, today announced a product collaboration with international entertainment icon, Kanye West, to create a new product inspired by his own personal artistic vision.
A fan of GURU since 2007, Mr. West discovered GURU on the streets of New York City and was intrigued by the company’s innovative approach to beverages which combines tangible product benefits with a brand message that supports a healthy and exciting lifestyle and centers around emerging art, fashion, music and culture. Mr. West will be an integral part of the entire development process for the new GURU product and is now an equity partner in GURU Beverage Co. The new product is expected to launch later this year in the U.S. and Canada and additional terms of the agreement were not disclosed.
The announcement coincides with the launch of an innovative marketing campaign dubbed “Clean Energy for Dirty Minds” that will roll out online over the next six weeks. In addition to the product collaboration with Kanye West, GURU will launch a series of “Clean Energy for Dirty Minds” online videos in support of the recent addition of six new products to the GURU energy drink line. The campaign was developed with VIRTUE Worldwide, the in-house brand strategy and creative agency of VICE, based in Brooklyn, NY.
“I express myself through music, fashion, art and design and that’s why I am excited to collaborate with GURU; because the brand values what I value, and I can put what inspires me into this new product,” said Kanye West.
Available online through the GURU website, nationally at Whole Foods Market, health food stores across the U.S., as well as in 500 retail locations throughout New York City, GURU is 100% natural and organic and represents a radical shift from traditional energy drinks.
Source: GURU Beverage Co.
Web Site: http://www.guruenergy.com/
