Joyburst, the natural energy drink sister company of No Sugar Co, has officially launched across the U.S. and introduced its newest flavor to great fanfare by teaming with American rapper and ’90s icon Vanilla Ice.
The video is a blend of retro fun and metaverse-inspired images. It features Vanilla Ice and Brad Woodgate, CEO and founder of Joyburst and No Sugar Company dancing around in shiny metallic suits to the original song “Joyburst.”
Shot in a volume studio against a green screen, Vanilla Ice was creatively involved in the production, blending nostalgia, like an early ’90s Mustang, a boom box and thick gold chains, with dancing avatars and a more modern musical groove. The tune espouses the features of Joyburst, including zero calories, crash-free enjoyment, keto verified and gluten-free.
Woodgate expects the reimagined, naturally caffeinated energy drink to resonate with U.S. consumers along with the new song. The tune—commissioned by New York creative content experts Consolidated Content Company (CCC) and written by Ryan Nach of Knock It Out Music and songwriters Kevin McCove, Trll Kennnedy and Wellington Lora—is available on music platforms including Spotify, iTunes and other channels.
“From the summer-inspired flavors to the vibrant can designs, we wanted to create something that was new and innovative yet still familiar,” said Woodgate in a statement. “We can’t wait for consumers to sip our new Joyburst flavor while listening to the single at the same time.”
Ray Rainville, managing partner and executive producer of CCC, said Woodgate immediately embraced the idea of an original pop song and that he worked with up-and-coming songwriters to create something unique and original Vanilla Ice approved.
“The two have equal billing in the fun film that epitomizes silly good times that come from natural highs, like the one you get from drinking a Joyburst,” said Rainville in a statement. “We’re all about the out-of-the box merging of Madison and Vine, and the Joyburst song and film illustrates the power creativity has at the coveted intersection.”