Kim Kardashian’s New Campaign Is Already Going Viral

Kim Kardashian has once again proved she knows how to own the narrative. The socialite just unveiled the campaign for her new UPDATE energy drink with a tongue-in-cheek video that quickly became one of social media’s most talked-about moments.

Opening with Kim standing behind a podium before removing a pair of oversized sunglasses to reveal a more academic-looking pair beneath, the campaign playfully nods to ongoing speculation surrounding her appearance. The self-aware humour continues with a cameo from attorney Gloria Allred, who asks, “Did she even ever pass the bar?” (in relation to her Law exam).

After a brief pause, Kardashian delivers the campaign’s punchline straight to camera: “No, I didn’t pass the bar. I raised it.”

Blending satire, celebrity and sharp marketing, the launch places Kardashian firmly at the centre of the conversation once again, proving that sometimes the campaign can eclipse the product itself. After first discovering UPDATE as a consumer in 2023, she joined the brand as co-founder earlier this year, with the launch signalling a new chapter for the energy drink. If first impressions are anything to go by, UPDATE has entered the market with exactly the kind of cultural moment brands spend years trying to create.