The Rap on Hip-Hop Energy Drinks (From People magazine)
Hip-hop: It's a music, it's a culture, it's... a beverage? In an unusual move, some of the genre's stars are now marketing their own energy drinks containing vitamins, amino acid and a little fizz. Nelly swigs Pimp Juice, made with guarana, a caffeinated berry. Ice-T stands behind lightly carbonated Liquid Ice. And Russell Simmons backs DefCon3, notable for its blue hue - which might pose a problem when it comes to marketing. Jon Craven, editor of the beverage trade magazine BevNet, notes that even Pepsi had trouble selling that color. But then, it's a new generation.
And just what exactly is Pimp Juice? from bevnet
There are not many products which already have a mega celebrity endorsement and its own anthem on the music charts like Pimp Juice. Just as the song explains, PJ can be your sex appeal, it is your "Mojo", your "It factor". Basically,..."Pimp Juice is anything, attract the opposite sex, it could be money, fame, or straight intellect, it don't matter! Pimp Juice is color blind; you find it work on all colors, creeds and kinds; from ages 50 right down to 9".