GURU Energy Drink Announces Collaboration With Kanye West



    Entertainment Icon and Pioneer Beverage Company Join Forces to Create New
    Product to Coincide With Debut of "Clean Energy for Dirty Minds" Campaign

    NEW YORK, April 9 /CNW Telbec/ - GURU Beverage Co., a developer and
distributor of 100% natural and organic energy drinks built on principles of
wellness, health, performance, authenticity and living life to the fullest,
today 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 flavors:

    
    - 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 www.guruenergy.com.
    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
www.guruenergy.com.

    
    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/
    




For further information:

For further information: Contact for GURU: Alain Des Ruisseaux, Des
Ruisseaux Communications, (514) 272-3072, adr@desruisseauxcom.com; Contact for
Kanye West: Gabe Tesoriero, Gabriel.Tesoriero@umusic.com; Contact for VIRTUE
Worldwide: Spencer Baim, (718) 233-3672, spencer@virtueworldwide.com

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GURU ENERGY DRINKS

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