Beverage Industry

Rapper launches energy shot with philanthropic edge

August 11, 2011

Pure Growth Partners, a New York City-based company that conceives and markets consumer brands, announced the launch of Street King, an energy shot made in collaboration with rapper, actor and entrepreneur Curtis “50 Cent” Jackson.

Jackson collaborated with Pure Growth Partners’ Founder and Chief Executive Officer Chris Clarke to launch the energy shot, which will provide a meal for a child in need with every shot purchased.

“50 Cent and I share a common vision: to address the world’s problems through smart and sustainable business models,” Clarke said in a statement. “With the rampant starvation in Africa and hunger afflicting children worldwide, we need socially responsible businesses that affect real change now more than ever. And Street King can set the bar for future generations to come.”

The team has a goal to feed 1 billion children during the next five years.

“I’m inspired by [Clarke’s] vision and innovative approaches to tackling serious issues. It’s our mission with Street King to really change children’s lives around the world,” Jackson said in a statement.

Launching nationwide in September, Street King will be available in Orange Mango and Grape varieties for $2.49 to $2.99. The energy shot contains 100 percent natural flavors, no artificial colors and is made with a natural source of caffeine, which is derived from coffee beans, the company says. Each 2.5-ounce shot contains an amount of caffeine that is  comparable to a cup of coffee, but contains zero carbohydrates, calories and sugar. Street King’s Grape variety also is fortified with vitamins and gingko biloba.

The Street King launch will be supported by a robust trade advertising and marketing campaign as well as out of home advertising, social media initiatives and special events nationwide, the company says.