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GURU Energy Drink announces collaboration with Kanye West

April 9, 2009
By Canadian Vending



GURU Energy Drink announces collaboration with Kanye West
GURU Beverage Co., has announced a product collaboration with international entertainment icon, Kanye West, to create a new product inspired by his own personal artistic vision.

Kanye West

April 9, 2009 – GURU Beverage Co., a developer and distributor of 100
per cent natural and organic energy drinks, has announced a product
collaboration with international entertainment icon, Kanye West, to
create a new product inspired by his own personal artistic vision.

A fan of GURU since 2007, Mr. West discovered GURU on the streets of New York City and was intrigued by the company's innovative approach to beverages which combines tangible product benefits with a brand message that supports a healthy and exciting lifestyle and centers around emerging art, fashion, music and culture. Mr. West will be an integral part of the entire development process for the new GURU product and is now an equity partner in GURU Beverage Co. The new product is expected to launch later this year in the U.S. and Canada and additional terms of the agreement were not disclosed.


The announcement coincides with the launch of an innovative marketing campaign dubbed "Clean Energy for Dirty Minds" that will roll out online over the next six weeks. In addition to the product collaboration with Kanye West, GURU will launch a series of "Clean Energy for Dirty Minds" online videos in support of the recent addition of six new products to the GURU energy drink line. The campaign was developed with VIRTUE Worldwide, the in-house brand strategy and creative agency of VICE, based in Brooklyn, NY.

"I express myself through music, fashion, art and design and that's why I am excited to collaborate with GURU; because the brand values what I value, and I can put what inspires me into this new product." said Kanye West. Available online through the GURU website, nationally at Whole Foods Market, health food stores across the U.S., as well as in 500 retail locations throughout New York City, GURU is 100% natural and organic and represents a radical shift from traditional energy drinks. The entire GURU product line helps to increase physical and cerebral energy levels and includes the following flavours:

  • GURU Original – GURU Iced Tea Green Tea Honey-Lemon
  • GURU Lite (low calorie) – GURU Juicy Superfruit
  • GURU Full On Lemonade – GURU Juicy Tangerine

"We are thrilled to be able to collaborate in the development of a new GURU product with Kanye West, who's talent and creativity embody GURU's philosophy of finding your inner genius, nurturing it and helping it bloom," said Ray Jolicoeur, co-Founder of GURU. "GURU reflects the health and creative sensibility of today's consumer who is searching for a drink that reflects who they are and how they live."

To view the first series of GURU "Clean Energy for Dirty Minds" campaign videos, please visit GURU is also sold online with FREE shipping anywhere in the U.S. and Canada.

About GURU
Leading the energy drink phenomenon in Canada since the company's inception in 1999, GURU Energy Drink was founded in Montreal by four health-conscious college friends who traveled the globe to research and develop an energy drink for healthy lifestyles. Born amid the rising appeal of natural and organic products, GURU Energy Drink is pioneering a new category with a unique combination of high-tech formulation and ancient holistic principles borrowed from cultures from around the world. GURU Beverage Co's headquarters are in New York City. For more information, please visit

For further information:

Contact for GURU: Alain Des Ruisseaux, Des Ruisseaux Communications, (514) 272-3072,; Contact for Kanye West: Gabe Tesoriero,; Contact for VIRTUE Worldwide: Spencer Baim, (718) 233-3672,