The collaboration pays homage to the brand's roots and taps into the nostalgia for early 2000s hip-hop culture. Hpnotiq was a popular beverage during the era in the pop culture and nightlife scenes. The Hpnotiq limited-edition bottle will feature the original company logo and classic blue hue that made the drink a popular choice for early 2000s hip-hop videos.
"With a shared history and authentic connection to hip-hop culture, Fat Joe is the perfect partner to launch the Hpnotiq OG Campaign, having been one of the original artists to have featured Hpnotiq in the early 2000s," says MaryCrae Guild, brand manager, Hpnotiq.
In addition to the limited-edition bottle release, Hpnotiq will release a comedic "OG" video series campaign imagining Fat Joe as the brand's creative director. Fat Joe will also be taking over the brand's social handles as part of the activation.
"If you knew hip-hop in the early 2000s, back when 'Lean Back' was dominating the radio stations, you know that Hpnotiq was the dopest brand in clubs across the country," says Fat Joe. "What better way to pay homage to our shared roots than to have me, a real OG, on board as creative director of the 'OG' Campaign. This summer, we're doing it big with the limited-edition bottle launch as we raise a glass to the nostalgic era of the 2000s and toast to the future of the brand that started it all."
The "OG" Bottle will be available beginning later this month at select stores across the U.S. Hpnotiq is owned by Haven Hills, who previously partnered with musician brands including a collaboration withElvis for a line of wines
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