Hype Energy is a range of energy drinks distributed in over 45 countries across the world. First launched in 1994 by Hard Rock Cafe founders, the company has been headed since May 2000 by former Formula One racing driver, Bertrand Gachot. Hype Energy has been an official sponsor of Formula One auto racing team Force India since 2015.
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History
Hype Energy was first developed in 1993 by Ashley Roy, Nigel Spiro, and Andrew Barshall and backed by Hard Rock Cafe founder, Barry Cox. Under Spiro and Managing Director David Harris Hype Energy became heavily involved in motorsport by first sponsoring the Arrows Formula One team and subsequently Benetton, Williams, a NASCAR outfit and several motorbike teams. Associated with the Formula One party lifestyle and with a strong presence in the paddock, Hype Energy committed to considerable amounts of sponsorship in an attempt to achieve global recognition and establish worldwide distribution. In 1997, having established a credible brand, Hype Corporation (the holding company) decided to pull back from the sport to focus on resolving manufacturing difficulties, which were restricting further growth.
In 1997, former Formula One racing driver and 24 Hours of Le Mans winner, Bertrand Gachot, signed a distribution agreement with Hype Energy in order to introduce the product to France. Gachot was one of a handful of distributors who remained committed to the brand and in 1998, he approached the Swiss licensor to buy the company holding the Hype Energy trademarks. In May 2000, after two years of negotiation, Gachot came to an agreement and restructured the company. Until 2000 Hype Energy had four products in its portfolio: Hype MFP with a strawberry and cranberry flavour, Hype Energy Morning Rush with a citrus flavour, Hype Passion Attack with passion fruit and Hype Night Boost with peach. In May 2000, the company launched a new version of Hype Energy into selected markets. The culmination of 18 months of development, Hype Energy now used fresh fruit juice, contained ten vitamins and had no artificial colours or preservatives, as it was pasteurized.
The improved Hype Energy product gave the company a substantial boost. It was first launched in France and the Persian Gulf, then the USA and Canada, and by 2001 it had achieved significant global growth. The brand is now present in more than 40 countries across the globe from the USA, Canada, Honduras and Panama to Africa and the Middle East. Hype Energy is manufactured in the USA, Canada and the Netherlands. It has offices in Spain, Dubai and Knoxville, Tennessee.
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Ingredients
Hype Energy MFP contains ingredients including taurine, carbonated water, sugar, caffeine and five vitamins: Vit B2, Vit B3 (niacin), Vit B5, Vit B6 and Vit B12. Hype Energy MFP is free from artificial colours and preservatives. Other variations contain a mixture of vitamins and natural flavorings.
Products
- Hype Energy drinks are available in 250ml and 500ml aluminium cans for Europe, and 8.4fl oz and 16fl oz aluminum cans for the USA and Canada. Hype Energy Shots come in 74ml bottles in the USA and Canada, and 60ml bottles in Europe and the Middle East.
- Hype Energy also manufactures a shot glass, introduced in 2000, which has two compartments. A Hype Energy drink can be poured into the bottom compartment and vodka or a similar alcoholic shot is poured into the top compartment. The liquids only mix upon drinking.
- Hype Energy also released a limited edition Sahara Force India F1 MFP can in 2016 to celebrate Sahara Force India's most successful season in Formula 1.
Former Brand Ambassadors
- Kim Kardashian
- Candice Swanepoel
- Aryana Sayeed
- Adel Bespalov
- Andre Lotterer
- Sebastian Vega
- Cristian Valenzuela
- Mohammad Reza Golzar
Partnerships
Hype energy have a heavy involvement in Formula 1, this may be due to Hype Energy Owner, Bertrand Gachot, being a former Formula 1 driver. Hype Energy have been an official partner of the Formula 1 team Sahara Force India since 2015. Hype Energy provides drinks to Sahara Force India in every GP Race of the season and features branding on the drivers panels and the inside of rear wing endplate. In the last race of the 2016 season in Abu Dhabi, Hype Energy additionally featured logos on: the side pods of the VJM09, the front, back and cockpit sides of the car and on the chest of the drivers' suits. Sahara Force India went on to claim fourth place in the constructors championship after the race, an all time best for the Formula 1 team.
TV Adverts
- Hype Energy Drinks "Feel the Hype" TV Commercial
- Hype Energy Afghanistan TV Commercial 2014
- Hype Energy Africa - Ghana Launch
Music Sponsorship
In 2016 Hype Energy entered into the world of music and now have product placement in several music videos. Hype Energy Drinks have featured in several music videos stretching across a range of genres including Hip hop, RnB and House music.
Hype Energy have been involved in the following music videos:
Dreezy ft Gucci Mane - "We Gon Ride" (2016)
Dreezy ft Jeremiah - "Body" (2016)
Fat Joe, Remy Ma, French Montana and RySoValid - "Cooking" (2016)
French Montana Ft Kanye West and Nas - "Figure It Out" (2016)
Jonas Blue ft RAYE - "By Your Side" (2016)
Rae Sremmurd - "Look Alive" (2016)
Rae Sremmurd - "Start A Party" (2016)
Rae Sremmurd ft Lil' Jon - "Set the Roof (2016)
Schoolboy Q ft Kanye West - "That Part" (2016)
T.I. ft Marsha Ambrosius - "Dope" (2016)
Wash (singer) ft Kevin Gates - "Where You Been" (2016)
Mike Will Made It ft Big Sean - "On The Come Up" (2017)
Sponsorship
Previous sponsorships include:
- A sponsor of NHL's Russian ice hockey superstar Alexander Ovechkin, the first US$100 million deal in NHL history
- Affiliated with New York-based record label Open Bar Music
- A sponsor of the Miami Winter Music Conference (WMC) 2007
- The official sponsor of the Formula 1 GPC Canada 2007/2008
- A sponsor of freestyle skiers and skateboarders such as Toebee Pankhurst
- The official drink of the internationally syndicated and streamed internet radio station, SSRadioUK
- An official sponsor of Cyber Evolution (CEVO) - the largest online gaming league in the United States
- A long-term sponsor of leading Formula One news website F1i.com
- A sponsor of AEPi presents March Madness
- A main sponsor of Epsilon eSports
Source of the article : Wikipedia
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