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Hype Energy Drinks

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Hype Drinks
Hype Energy Drinks Logo
TypeEnergy drink Sport Drink
ManufacturerHype Drinks Company
Introduced1993 (25 years ago)
Variants
  • Hype Energy MFP
  • Hype Energy MFP Sugar Free
  • Hype Energy UP
  • Hype Energy Enlite
  • Hype Energy Mojito
  • Hype Energy AfterDark
  • Hype Energy Energy Shot
  • Hype Energy Twisted Cherry Punch
  • Hype Energy Twisted Tropical Punch
  • Hype Active Citric
  • Hype Active Tropical
  • Hype Active Berry
Websitewww.hype.com

Hype Drinks is a functional beverages company producing energy drinks and sports drinks.[1] The company distributes its products in over 45 countries across the world. First launched in 1994 by Hard Rock Cafe founders,[2] the company has been headed since May 2000 by former Formula One racing driver, Bertrand Gachot.[3] Throughout the years the brand had the opportunity to collaborate with various brand ambassadors across different countries, such as Kim Kardashian, Candice Swanepoel, Mohammad Reza among several others. Hype Drinks has developed its marketing efforts in 4 main areas of focus: Motorsports, Esports, Lifestyle and Music. Being involved in these 4 categories allowed the brand to leverage global events locally through tailored activations across several markets. Hype Drinks has been focused on the evolution of its R&D capabilities, constantly looking out for trendy flavors in key markets, developing new sensorial experiences to match evolving consumer behavior, and exploring diverse beverage categories to further satisfy a broad range of clients.

Hype Energy Drinks was an official sponsor of Formula One racing team Force India from 2015 to 2018.[4]

In 2016 Hype Energy Drinks started their involvement within the video game industry by sponsoring European leading eSports organisation Epsilon eSports. In 2018, following the rise of Formula One eSports Series Hype Energy Drinks became the official title sponsor of Sahara Force India's F1 eSports Organisation, Hype Energy eForce India.

History

Bertrand Gachot - 1991 US GP

Hype Energy was first developed in 1993 by Ashley Roy, Nigel Spiro,[5][6] and Andrew Barshall[7] and backed by Hard Rock Cafe founder, Barry Cox.[8] Under Spiro and Managing Director David Harris, Hype Energy became heavily involved in motorsport by first sponsoring the Arrows Formula One team[9] 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.

During that same year, former Formula One racing driver and 24 Hours of Le Mans winner, Bertrand Gachot,[10] signed a distribution agreement with Hype Drinks 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 Drinks had four energy drinks 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 US and Canada, and by 2001 it had achieved significant global growth. The Company's headquarters are located in the UAE, with Marketing Services being carried out from offices located in Spain.

Hype Drinks has had a heavy involvement in Formula 1, this due to Hype Drinks owner, Bertrand Gachot, being a former Formula 1 driver. Hype Energy has been an official partner of the Formula 1 team Sahara Force India from 2015 until 2018. Hype Energy provided products to Sahara Force India in every GP Race of the season and featured 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.

Ingredients

Hype Energy Drinks are mainly composed of taurine, carbonated water, sugar, caffeine and five B vitamins: Vit B2, Vit B3 (niacin), Vit B5, Vit B6 and Vit B12. Hype Energy are free from artificial colors and preservatives. The function of these combined ingredients is to provide energy and improve concentration in moments of tiredness / fatigue.

Hype Active Drinks contain natural flavoring through added extracts such as lemongrass. The products contain no artificial colouring. Main ingredients include minerals such as sea salt and magnesium, accompanied by 4 essential vitamins. The function of these combined ingredients is to replace lost fluids during physical exercise.

Products

Drink name Flavor Product Design Defining Characteristic Year Introduced Market Availability
Hype Energy Classic Berry blast (elderberry and cranberry) Silver Classic berry flavor 2000 [11] Unavailable
Hype Energy Gold Classic energy drink flavor Gold Classic energy drink flavor 2005 Unavailable
Hype Energy Lite Berry blast (elderberry and cranberry) White Low calories, low carbs 2005 Unavailable
Hype Energy MFP Classic energy drink flavor Black carbon fibre with green Maximum energy 2006 [12] Available
Hype Energy Enlite Classic energy drink flavor Pink Low calories, low sugar 2007 [13] Available
Hype Energy Shot Classic energy drink flavor Black carbon fibre design (small version) Small and convenient; quick energy boost 2009 [14] Available
Hype Energy Organic Apple and acerola juice Green Organic Ingredients 2010 Unavailable
Hype Energy Sugar Free Classic energy drink flavor Silver carbon fibre with blue Sugar free, no calories 2013 Available
Hype Energy UP Berry blast (elderberry, cranberry) Blue and red New version of original fruity flavor with 5 vitamins 2013 Available
Hype Energy Mojito Mix of mint and lime Green mint leaves 0% alcohol, 5 vitamins. Healthy version of classic beverage 2015 Available
Hype Energy AfterDark Sweet and spicy mix of cinnamon and pepper Diamond Skull with green AfterDark logo Perfect for mixing with alcoholic beverages 2015 Available
Hype Energy Twisted Cherry Punch Cherry Punch Turquoise and Magenta Spiral Design A refreshing lightly carbonated cherry punch 2017 Available
Hype Energy Twisted Tropical Punch Tropical Punch Yellow and Orange Spiral Design A refreshing lightly carbonated tropical punch 2017 Available
Hype Active Berry Superfruit Açai Pink Red and Purple with Black carbon fiber design Active Hydration with vitamins and electrolytes 2019 Available
Hype Active Citric Lemongrass Blue and Purple with Black carbon fiber design Active Hydration with vitamins and electrolytes 2019 Available
Hype Active Tropical Superfruit Yuzu Orange and Yellow with Black carbon fiber design Active Hydration with vitamins and electrolytes 2019 Available
File:Hype Active Sports Drinks.jpg
Hype Drinks' new product range: Hype Sports Drinks with Active Hydration
  • Hype Energy drinks are available in 250ml and 500ml aluminium cans for Europe, and 8.4fl oz and 16fl oz aluminum cans for the US and Canada. Hype Energy Shots come in 74ml bottles in the US and Canada, and 60ml bottles in Europe and the Middle East.[15]
  • Hype Drinks 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.[16]
  • Hype Drinks also released a limited edition Sahara Force India F1 MFP can in 2016 [17] to celebrate Sahara Force India's successful 2016 season in Formula 1.
  • In 2019, Hype Energy changed sweeteners in the Enlite variant to stevia, to reflect a more natural approach while still providing the same great taste.
  • In 2019, Hype Drinks released a range of sports isotonic beverages called Hype Active[18]. Composed of 3 variants, the new product range is focused on providing efficient hydration through the replacement of salts and minerals thanks to the presence of natural electrolytes and essential vitamins.

Former Brand Ambassadors

Partnerships

F1 Partnership: Hype Drinks have been partners of multiple Formula One teams over the years. Formula One will always be a part of the company's core identity, which is primarily reflected in its products' communication.

Esports Partnership: Starting in 2016, Hype Drinks stepped in the Esports world with Esports partnerships across Europe. This eventually lead to its pinnacle crossover with F1, by becoming title partners of Racing Point Force India's 2018 F1 Esports team, with some of the worlds most performing sim-racers.

TV Adverts

  • Hype Energy Drinks "Feel the Hype" TV Commercial[29]
  • Hype Energy Afghanistan TV Commercial 2014[30]
  • Hype Energy Africa - Ghana Launch[31]

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.

File:Wisin Hype Energy .jpg
Wisin during Hype Energy Product Placement Project "Move Your Body"

Hype Energy have been involved in the following music videos:


Sponsorship

Previous sponsorships include:

File:Sofya Zhuk HYPE.jpg
Sofya Zhuk
  • A sponsor of NHL's Russian ice hockey superstar Alexander Ovechkin, the first US$100 million deal in NHL history[51]
  • Affiliated with New York-based record label Open Bar Music[52]
  • A sponsor of the Miami Winter Music Conference (WMC) 2007[53]
  • The official sponsor of the Formula 1 GPC Canada (2007-2008)
  • A sponsor of freestyle skiers and skateboarders such as Toebee Pankhurst & Léon Libossart
  • The official drink of the internationally syndicated and streamed internet radio station, SSRadioUK[54]
  • An official sponsor of Cyber Evolution (CEVO) – the largest online gaming league in the United States[55]
  • A long-term sponsor of leading Formula One news website F1i.com
  • A sponsor of AEPi presents March Madness
  • Title sponsor of Epsilon eSports (2016-2018)[56]
  • Sponsorship of Kami Laliberté during the ADAC Formula 4 Championship (2016-2017) [57]
  • Sponsorship of tennis woman Sofya Zhuk (2017-2018)
  • A sponsor of ALAS Latin Tour (2018) [58]
  • A sponsor of the IF3 Festival in Canada (2018) [59]
  • The official sponsor of Slam! King's Day Music Festival (2019) [60]

References

  1. ^ "New Product Range Hype Active". Hype Drinks. 2019-10-30.{{cite web}}: CS1 maint: url-status (link)
  2. ^ "SINCE 1994 » Hype Energy Drinks". hype.com. Retrieved 2015-09-05.
  3. ^ "Bertrand Gachot Profile - Drivers - GP Encyclopedia - F1 History on Grandprix.com". Grandprix.com. Retrieved 2013-02-19.
  4. ^ "Force India announces partnership with Hype Energy Drink". grandprix247.com. Retrieved 7 October 2016.
  5. ^ "The ultimate F1 dream > F1 News >". Grandprix.com. 1995-07-31. Retrieved 2013-02-19.
  6. ^ "Arrows to get lots of Hype? > F1 News >". Grandprix.com. 1995-09-11. Retrieved 2013-02-19.
  7. ^ Businesscoot. "Uk Energy Drink Market". businesscoot.com. Retrieved 2015-08-13. {{cite web}}: |author= has generic name (help)
  8. ^ "Barry Cox Obituary: View Barry Cox's Obituary by The Times". Announcements.thetimes.co.uk. 2010-01-12. Retrieved 2013-02-19.
  9. ^ "F1 News - Grandprix.com > GP Encyclopedia > Sponsors > History of sponsorship in Formula 1". Grandprix.com. 2007-03-10. Retrieved 2013-02-19.
  10. ^ "Bertrand Gachot | | F1 Driver Profile | ESPN F1". En.espnf1.com. Retrieved 2013-02-19.
  11. ^ "Hype Energy drink Review". Edjunkie.com. Archived from the original on 2013-01-04. Retrieved 2013-02-19.
  12. ^ "Hype MFP Energy Drink Review - Energy Drink Ratings and Reviews". Energy-drink-ratings.blogspot.com. 2007-01-28. Retrieved 2013-02-19.
  13. ^ "Hype Enlite Energy Drink Review - Energy Drink Ratings and Reviews". Energy-drink-ratings.blogspot.com. 2007-11-20. Retrieved 2013-02-19.
  14. ^ "Hype energy shot drink review". Edjunkie.com. Archived from the original on 2013-01-04. Retrieved 2013-02-19.
  15. ^ "Energy drinks from Hype Energy". Hype.com. Archived from the original on 2012-04-26. Retrieved 2013-02-19.
  16. ^ "Bevnet". Retrieved 2013-02-19.
  17. ^ "Limited Edition Sahara Force India Hype Energy Drink". Hype.com. Hype Energy Drinks. Retrieved 24 January 2017.
  18. ^ "New Product Range Hype Active". Hype Drinks. 2019-10-30.{{cite web}}: CS1 maint: url-status (link)
  19. ^ "Image: SetRatioSize800800-1Kim-Kardashian-Hype-Enlite2.jpg, (551 × 800 px)". hype.com. Retrieved 2015-09-05.
  20. ^ http://www.ushype.com/wp-content/uploads/2014/06/Gallery_CS_Medium_6.jpg
  21. ^ "Image: SetRatioSize800800-6Aryana-Sayeed-white-dress.jpg, (800 × 369 px)". hype.com. Retrieved 2015-09-05.
  22. ^ "Pucha Garcia Perfil". 2014-04-21.{{cite web}}: CS1 maint: url-status (link)
  23. ^ http://hype.com/assets/cwsoft-foldergallery/Adele-Bespalov/_resampled/SetRatioSize800800-Adele-Bespalov-Hype-Energy-MFP.jpg[permanent dead link]
  24. ^ "Image: SetRatioSize800800-2Andre-Lotterer-F1-with-Hype-Energy-Drinks.jpg, (800 × 450 px)". hype.com. Retrieved 2015-09-05.
  25. ^ "Sofya Zhuk Hype Energy Photoshoot". 2017-07-24.{{cite web}}: CS1 maint: url-status (link)
  26. ^ "Dave Dqvee Hype Energy Ambassador". 2018-06-14.{{cite web}}: CS1 maint: url-status (link)
  27. ^ "Marcel Kiefer Sponsored Hype Energy Drinks". Hype Drinks. 2018-07-02.{{cite web}}: CS1 maint: url-status (link)
  28. ^ "Nicolas Vargas Joins Hype Lineup". Hype Drinks. 2017-09-20.{{cite web}}: CS1 maint: url-status (link)
  29. ^ Hype Energy Afghanistan TV Commercial 2014. YouTube. 17 December 2014. Retrieved 2015-08-13.
  30. ^ Hype Energy Drinks "Feel the Hype" TV Commercial 2014. YouTube. 5 August 2014. Retrieved 2015-08-13.
  31. ^ Hype Energy Africa - Ghana Launch. YouTube. 10 January 2014. Retrieved 2015-08-13.
  32. ^ "Dreezy Is Back and Hotter Than Ever, In New Single 'We Gon Ride', ft Gucci Mane". Hype.com. Hype Energy Drinks. Retrieved 4 January 2017.
  33. ^ "Dreezy and Jeremih Heat Things Up With New Single 'Body'". Hype.com. Hype Energy Drinks. Retrieved 4 January 2017.
  34. ^ "Fat Joe Keeps It Hot In New Video 'Cookin' ft. Remy Ma and French Montana!". Hype.com. Hype Energy Drinks. Retrieved 4 January 2017.
  35. ^ "Check out the new French Montana Video Ft. Kanye West & Nas". Hype.com. Hype Energy Drinks. Retrieved 4 January 2017.
  36. ^ "Jonas Blue's "By Your Side" is going to be the next big thing". Hype.com. Hype Energy Drinks. Retrieved 4 January 2017.
  37. ^ "Hype 'Looks Alive' with Rae Sremmurd". Hype.com. Hype Energy Drinks. Retrieved 4 January 2017.
  38. ^ "Rae Sremmurd Are Crazier Than Ever In New Video "Start a Party"". Hype.com. Hype Energy Drinks. Retrieved 4 January 2017.
  39. ^ "Rae Sremmurd 'Set the Roof' video ft Lil' Jon Out Now!". Hype.com. Hype Energy Drinks. Retrieved 4 January 2017.
  40. ^ "ScHoolBoy Q Releases His New Hit, 'That Part'". Hype.com. Hype Energy Drinks. Retrieved 4 January 2017.
  41. ^ "T.I. releases his newest hit "Dope"". Hype.com. Hype Energy Drinks. Retrieved 4 January 2017.
  42. ^ "Wash Turns Up the Hype, With New Song 'Where You Been'". Hype.com. Hype Energy Drinks. Retrieved 4 January 2017.
  43. ^ "Mike Will Made It Ft Big Sean "On The Come Up"". Hype Drinks. 2017-04-04.{{cite web}}: CS1 maint: url-status (link)
  44. ^ "Prince Royce "Ganas Locas"". Hype Drinks. 2017-07-16.{{cite web}}: CS1 maint: url-status (link)
  45. ^ "K Camp "Good Problem"". Hype Drinks. 2017-08-02.{{cite web}}: CS1 maint: url-status (link)
  46. ^ "Wisin "Move Your Body"". Hype Drinks. 2017-11-10.{{cite web}}: CS1 maint: url-status (link)
  47. ^ "Migos Nicki Minaj Cardi B "Motorsport"". Hype Drinks. 2017-12-05.{{cite web}}: CS1 maint: url-status (link)
  48. ^ "Wisin "Todo Comienza En La Disco"". Hype Drinks. 2018-01-18.{{cite web}}: CS1 maint: url-status (link)
  49. ^ "Wisin - Quisiera Alejarme". Hype Drinks. 2018-04-05.{{cite web}}: CS1 maint: url-status (link)
  50. ^ "Goin' Through ft Julio Iglesias Jr. "Hola"". Hype Drinks. 2018-08-10.{{cite web}}: CS1 maint: url-status (link)
  51. ^ Contact the author. "The world's 23rd most marketable athlete - Alex Ovechkin - Notes & Insights - SportsPro Media sports blog". SportsPro Media. Retrieved 2013-02-19. {{cite web}}: |author= has generic name (help)
  52. ^ "DJ/Producer - John Hobbs van Synergy Artists op Myspace". Myspace.com. Retrieved 2013-02-19.
  53. ^ "Winter Music Conference 2013 - WMC 2013". Wintermusicconference.com. Retrieved 2013-02-19.
  54. ^ "SSRadio Hard and Fast - Progressive House, Techno Trance Music Radio and Hard House Mixes". Hard.ssradiouk.com. Archived from the original on 2012-05-07. Retrieved 2013-02-19.
  55. ^ "Empowering Gamers, Growing Communities". CEVO. Retrieved 2013-02-19.
  56. ^ "Epsilon Esports Official Partner List". Epsilon Esports. 2017-03-28.{{cite web}}: CS1 maint: url-status (link)
  57. ^ "Hype Energy Sponsors Kami Laliberté". F1i.com. 2017-04-06.{{cite web}}: CS1 maint: url-status (link)
  58. ^ "Hype Energy Pro Latin Tour". elsalvador.com. 2018-11-10.{{cite web}}: CS1 maint: url-status (link)
  59. ^ "IF3 Festival by Hype Energy". 2018-09-27.{{cite web}}: CS1 maint: url-status (link)
  60. ^ "Hype Energy Available in the Netherlands". Hype Drinks. 2019-10-30.{{cite web}}: CS1 maint: url-status (link)
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