Ice-T, Simmons Put Hip-Hop Stamp on Energy Drinks

[MrRant 0]

NEW YORK (Billboard) - Energy drinks have become big business during the past few years. So it's no surprise that hip-hop entrepreneurs like Ice-T and Russell Simmons are thirsty to participate in the trend.

 

Along with Nelly, they have launched hip-hop-inspired energy drinks this year. While each has its own identity -- Nelly's Pimp Juice, Simmons' Def Con 3 and Ice-T's Liquid Ice -- they're all after one thing: the almighty hip-hop dollar.

 

"I believe I can make anything better than anyone when it comes down to acting, clothes, products," Ice-T says. "I was like, 'Hell yeah, I can make the best energy drink on the market."'

 

The rapper launched Liquid Ice with his partner, Multimedia Inc., in August. Featuring two flavors -- electric blue and frosted chrome -- Liquid Ice is available in an 8.3 oz. size for $1.99-$3.49, nationwide at selected convenience stores.

 

Simmons and his Def Con 3 energy soda wanted specifically to reach hip-hoppers.

 

"There hasn't been any beverage that has really developed an organic, true, emotional relationship with the hip-hop community," says Jennifer Louie, marketing VP at Russell Simmons Beverage Co. - WTF?

 

Drinks like Red Bull, Rockstar, Monster Energy and Sobe have been successful with the skateboard/alternative sports community, Louie observes, but there has not been an energy drink that has successfully captured the hip-hop sector.

 

Simmons is already making history with his beverage, which hit stores in July. Russell Simmons Beverage Co. is the first minority-owned company to launch nationally with convenience store chain 7-Eleven. Beverage Aisle magazine also touted Def Con 3 as a future player in the beverage industry.

 

The energy-drink market has made an impact and is here to stay, Louie says. "However, soda is still the No. 1 category in the beverage industry. Even though energy drinks are a billion-dollar industry, it is not at all close to what soda represents in the beverage world."

 

To separate his product from the competition, Simmons uses a best-of-both-worlds approach. He developed the concept of the "smart" energy soda, a combination of energy drink and soda. Def Con 3 is available in a 12-oz. can for $2 and comes in one flavor.

 

It was important to Simmons to market a drink that's healthful. "Russell is a health fanatic and won't promote any product that he himself does not drink," Louie says.

 

Like many of Simmons' commercial endeavors, Def Con 3 aims to give back to those who purchase it.

 

Russell Simmons Beverage Co. plans to give 2% of the gross from the sales of Def Con 3 to community programs and to the Hip-Hop Summit Action Network. A statement printed on the can declares this intention. "Russell has also made a commitment to give all of his personal profit from the soda for the first year -- up to $10 million -- back to community programs," Louie adds.

 

Meanwhile, Ice-T will launch Royal Ice malt liquor. But he is not worried about potential backlash -- a typical reaction rappers have faced when promoting alcohol, in large part because of hip-hop's young audience.

 

"There should be no negative effect with the launch of Royal Ice," he says. "The products are different, but we do hope to bring the malt liquor back to mainstream, in the bars, etc."

[Red Hot Thumbtack In The Eye 0]

"There hasn't been any beverage that has really developed an organic, true, emotional relationship with the hip-hop community," says Jennifer Louie, marketing VP at Russell Simmons Beverage Co. - WTF?

 

 

Olde English 800-40 oz.

[kkktookmybabyaway 0]

I'm waiting for them to launch a 40 oz. size.

 

Pimp Juice -- so you don't tire when pulling the trigger during a drive-by shooting.

 

Or tire when running from the po-po's.

 

Yo yo yo...

[Golgo 13 0]

Olde English 800-40 oz.

 

And Colt 45.

 

Or tire when running from the po-po's.

 

You took my joke

 

"Well, you need all the energy you can get in order to outrun the po-pos."

[Mecha Mummy 0]

... Frosted Chrome? Just what exactly would THAT taste like...?

[Guest One Trick Pony]

... Frosted Chrome? Just what exactly would THAT taste like...?

Lick the metal part of a tire on a cold day. MMMMM

[Guest Agent of Oblivion]

I bet there'd be a market for bottled tapwater from various cities and shit..I bet there'd be a bunch of wannabe thugs that would drop 2 bucks a bottle for H20 fresh from Compton.

[Corey_Lazarus 0]

Ya know, Agent, you just reminded me of that episode of "Penn & Teller's BULLSHIT" when they exposed how most "spring water" can't be differentiated from tap water, and it's all about persuasive advertising.

 

That said, SoBe owns every other beverage on the market, regardless of type (alcoholic, fruit, soda, etc.), based purely on flavor. I honestly haven't had ONE SoBe that I've found truly not tasty. I have my preferred flavors (Liz Blizz, Orange Creme, Green Tea, Orange Carrot), but I'll drink any of 'em.

[razazteca 0]

Olde English 800-40 oz.

 

And Colt 45.

Or St. Ides malt beverages.

[Guest Agent of Oblivion]

Ya know, Agent, you just reminded me of that episode of "Penn & Teller's BULLSHIT" when they exposed how most "spring water" can't be differentiated from tap water, and it's all about persuasive advertising.

Well, I think there's a massive difference between the tastes of distilled water and tap water. The former doesn't have any of that halide compound taste that most city water has. I've got a well, though, so I don't have to deal with any of that communist plot fluoridation bullshit.

 

That show was pretty goddamn great, I thought. The persuasive advertising goes with anything like that, though, especially something as rudimentary as water...there's no real way to dress it up, I mean...it's water. Creative Ads are the only way to get someone to pick your product over another, since they're all completely alike in substance.

[Corey_Lazarus 0]

And that particular episode was great, because they had a fake waiter bring a "water menu" (like a wine menu) to certain customers at a fancy LA restaurant, and explained each water's (fake) origin and stuff. Then, he went out back and filled the bottles with the fake labels (of the different companies the water was claimed to be the product of) with tap water from the same hose. It was great.

[Guest Agent of Oblivion]

Best one I saw was the holistic medicine episode. They stuck fake magnets to people, and waved a red and white stylized horseshoe magnet at a guy's arm. The magnet was a hollow aluminum rain gutter. He claimed all sorts of beneficial effects. Gotta love the placebo effect.

[Guest FrigidSoul]

Ice-T has said before that if there's a way to make money off of anything he'll do it

[Corey_Lazarus 0]

And it's Ice-T, and he's fucking cool, so we shouldn't be complaining.

 

Ah yes, Agent, I remember that one. That stupid old bitch that wore the oven mits with the magnets taped to them? Hilarious.

Remember the one with the "firewalk"? That lady said something in Seminole, and then said it meant nothing, and Penn went "way to completely disrespect an entire nation of people, asshole."

[MrRant 0]

What about the chiropracter doing spinal adjustments on a 2 week old baby whose spine isn't even developed?

[MrRant 0]

Speaking of Bullshit:

 

SHOWTIME RENEWS "PENN & TELLER: BULLSHIT!"

FOR SECOND SEASON

 

 

NEW YORK, NY - October 20, 2003 - SHOWTIME has renewed its multiple Emmy®-nominated series PENN & TELLER: BULLSHIT!, from the Wolper Organization, for a second season, it was announced today by Robert Greenblatt, President, Entertainment for Showtime Networks Inc. The controversial series, featuring master showmen Penn & Teller, initially premiered on SHOWTIME in January 2003. It offers viewers an aggressive, irreverent exposé of taboo topics using the duo's trademark humor, knowledge of carnival tricks and con-artistry, as well as hidden cameras and blatant confrontation. According to TV Guide, the series "is what 60 Minutes might be like if it were run by the creators of South Park."

Production on 13 new half-hour episodes begins this month with the second season premiere slated to air in the spring of 2004, following the DVD release of season one during the first quarter of 2004.

 

Penn & Teller, self-proclaimed pit-bulls of truth, set out to prove that many of the institutions society holds dear are bogus and designed to profit from the desperate and trusting public. PENN & TELLER: BULLSHIT!, from its very title to its startling content, is designed to shock and surprise. In season one, using their undercover operatives, extensive research, and a healthy dose of skepticism, they critically examined popular notions about alien abductions, TV psychics, Feng Shui, second-hand smoke, and many others. Season two of PENN & TELLER: BULLSHIT! is equally strong and opinionated and tackles new taboo topics that may be too controversial for other networks.

 

PENN & TELLER: BULLSHIT!, which became appointment viewing for its loyal fan base, was a lightning rod for debate. Following each episode, the SHO.com website generated a heavy amount of traffic. In response to this message board activity, Showtime Networks plans to incorporate viewer feedback into season two episodes.

 

[Guest Agent of Oblivion]

Nuge.

[Corey_Lazarus 0]

**celebrates**

[HarleyQuinn 0]

Woohoo!