UPDATE Breakdown

Kim Kardashian helped relaunch an energy drink and got it into 4,000 Walmart stores by completely repositioning the brand. Instead of competing head-on, they leaned into an underserved female audience, validated demand through a prior collab, and differentiated the product by ditching caffeine altogether.

The real unlock? A retail-first launch strategy, something most celebrity brands avoid while leaving massive upside on the DTC and email side that’s barely been tapped.

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