Kim K’s new brand…

February 26, 2026

...and what we're building behind the scenes.

This week the internet is going crazy as Kim Kardashian announced her latest business venture: @drinkupdate.

The caffeine-free energy drink got a major brand refresh with the help of its co-founder Kim, and is now Walmart nationwide, with AGM supporting the influencer activation behind the scenes.

‍

Over the next few weeks you’ll see UPDATE taking over your feed as we activate dozens of influencers to drive serious buzz and store traffic amidst this national brand relaunch.

When a brand moves into thousands of Walmart doors at once, the strategy has to do three things well:

Create cultural relevance quickly
Drive physical store intent
Layer organic + paid amplification

For a CPG brand like UPDATE, that means:

A high-volume influencer gifting wave
Sponsored partnerships designed for retail messaging
Paid amplification and whitelisting to support distribution

We’ll share more soon...

In the meantime, follow along with @drinkupdate to see our influencer campaign roll out in real-time.

‍

‍

Ready to kick off your brand's next influencer campaign? Our team is ready to help build.

Schedule a call

Explore More Blogs

Mistakes of Creative Briefs

Let the creators do what they do best. But give them what they need to win.

Mistakes of Negotiating with Influencers

The question is: how do you actually set up an influencer deal to become a win-win?

Gifting Jake Shane

Jake Shane posted twice about our client UnHide…without ever being paid to do it.

The Whitelisting Success

‘Whitelisting’ isn’t just a buzzword. It’s a proven growth lever.

Male-Focused Brands

If your brand is male-focused, your next great content strategy might not be about reaching more men. It’s about engaging the women who shop for them.

Creator Confessions

Real messages we’ve received while working with creators for our clients and proof that the right approach builds trust, loyalty, and really good content.

Talking FTC Guidelines with Ecomm Cowboy

We broke down why human creators win in the AI era.

Behind the Curtain of Influencer Campaigns

A successful campaign doesn’t happen overnight. It’s built through careful planning, smart creator selection, and thoughtful negotiation.

Cold plunges, planners, and 2026 vision

What we do as a remote team twice a year? Get the whole team together in person.

Our 2026 Partners & Tools Roundup

In 2026, the brands that win won’t be the ones chasing every new tool or trend. They’ll be the ones building tight, intentional ecosystems with partners who actually know how to execute.

Here's How NOT to Get Burned in Influencer Marketing

Our founder sat down with Andrew Faris to yap about how to invest in influencer at every stage of your business.

See All Blogs