What’s that mean? SK’s latest incarnation bears little resemblance to what the brand looked like a few years ago. The black bottles are now brushed aluminum. The SK logo—originally rendered in block letters like clunky gangsta jewelry—is now in a softer font, in a variety of colors and hovering above images of fruit. Head to SK’s Web page and you’ll have to look hard to find 50 Cent. (He’s way down on the “Testimonials” page, below San Francisco 49ers quarterback Colin Kaepernick and Univision fitness host Claudia Molina.)
“Curtis is [still] an owner,” Peterson said. “He’s a wise businessman. He has no ego. It’s rare to partner with a celebrity who puts business first.” And indeed, Jackson—who spoke to Adweek through a publicist—seems content to step into the background.
“Our goal with SK Energy was to create a viable product and a lasting brand,” he said. “[The] redesign appeals to a broader audience and makes us more competitive.”
Tom Pirko, president of beverage consulting firm Bevmark, said SK’s de-emphasizing of Jackson’s rap swagger is probably just as well. “In the beverage business, you want to be a little careful from a personality becoming the core value of who you are,” he said. “Smaller companies can’t really put themselves at risk because as they try to crack into the business, they don’t know the lifespan of the person they choose.”
Of course, Jackson’s personal brand has proven longevity. His long-awaited album, Street King Immortal, is set for a 2015 release, and his varied business investments give him a reported net worth of $140 million. That figure includes the reported $60 million (a low estimate) he made when Cola-Cola bought Vitaminwater—including Jackson’s 10 percent stake. Nobody’s saying the man doesn’t know his beverages.
“He’s a rap star,” Peterson said, “but in business he’s a rock star.”
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