Getting a product to go viral for a week is easy. The real challenge is to get someone to buy it again after the excitement fades. This is what lies beneath Kim Kardashian's new energy drink ad, which has quickly gained millions of views on Twitter since its release.
The ad starts with Kardashian answering questions at a press conference about how she manages to accomplish so much. It then shifts to a strange museum scene, where her strong work ethic is shown literally: Kardashian is inside a glass case, working through a stack of tasks while museum visitors watch. Gloria Allred, the well-known women's rights lawyer, walks in and asks Kim the big question everyone wants to know: did she ever actually pass the bar exam?
The Attention Economy Playbook
Kardashian's reply landed instantly. 'No, I didn't pass the bar', she says, deadpan. 'I raised it'. The music stops, the camera pulls back, and social media promptly lost its mind.
“i didn’t pass the bar, i raised it”
— ꕤ (@glindaupland) July 23, 2026
oh she really is a marketing genius i can’t https://t.co/ucP24lBptr
It's a savage bit of self-deprecation, and it lands harder once you know her actual law school journey. She passed California's 'baby bar' on her fourth try in 2021, after failing it three times over two years. In 2025, she failed the full State Bar Exam, which is the harder final test. The internet applauded her for how openly she has faced failure and tried again throughout this process.
The styling plays the same game. Kardashian appears throughout in a striking latex bodysuit with a daringly low neckline, the camera lingering as deliberately as the script does.
Not Just a Celebrity Face
Pure awe, reluctant respect, and outright scepticism were the reception to the energy drink ad. One comment sums it up: 'She's exactly who she thinks she is.'
She does business so well and the budget is always there !!!!! https://t.co/eDWpKRfIOi
— Raymonte (@BDTRELILBROTHER) July 23, 2026
Honestly this might be her best promo. 😂
— AK (@AxLyKix) July 23, 2026
This initiative stands out from mere publicity stunts because Kim is a genuine co-founder of Update, the brand behind the advertisement. She joined entrepreneur Daniel Solomons in a formal ownership role in 2025, after spending two years as a customer providing 'unsolicited feedback' on flavours and packaging.
The product launch is bolstered by significant retail support, including a relaunch in over 4,000 Walmart stores, which represents one of the retailer's largest beverage initiatives to date. This highlights the difference between social media buzz and tangible retail presence.
A Harder Sell Than It Looks
The product offers an alternative to traditional caffeine. Update ditches caffeine altogether in favour of paraxanthine, a compound the body naturally produces when it breaks down caffeine.
This change promotes a new way of living: it provides steady, focused energy without the crashes that come with caffeine.
The target isn't the gym-goers looking for a quick energy boost; it's the daily multitasker who wants focus without the jitters or the afternoon slump.
In a market still dominated by high-caffeine giants like Celsius and Red Bull, that's a riskier pitch than it looks, since shoppers are creatures of habit who often reach for a product just for that strong caffeine kick.
@kimkardashian THR FUTURE OF ENERGY @Update
♬ original sound - Kim Kardashian
Fame gets you the first click. Distribution and formulation get you the repeat purchase, and that's the gap Update still has to close. Once the bar exam line stops being funny, will people still be reaching for the can?
