Cision PR Newswire

Energy Drink Company Curated Art Basel Rubbish, Selling Pieces of Art For A Good Cause

MIAMI, Dec. 11, 2024 /PRNewswire/ -- Lucky Energy, known for its full-flavor, deliciously refreshing energy drinks, kicked off its first-ever Art Basel appearance with an unforgettable activation that was as trashy as it was inspiring. Dubbed "Trashy Art," the activation featured models picking up garbage outside the Miami Beach Convention Center on days 1 and 2 of the art fair. The brand curated 30-40 pieces of this rubbish and sold them on ArtBaselTrash.com. All pieces went on sale for $13 - typically an unlucky number, but the brand finds that the most unlucky moments encourage us to "create our own luck." Proceeds of the sale will go towards DonorChoose.

"Lucky Energy is a beverage and entertainment company that draws inspiration from pop art and fashion, so showing up in this format at Art Basel is an important milestone for us," said Lucky Energy Founder and CEO Richard Laver. Our "Talking Trash" initiative is a unique expression of our brand identity - it challenges conventional thinking and encourages deeper reflection. We believe it will resonate with our audience, who appreciate our delicious beverages, humor, and charm.

Developed by Lucky Energy's in-house team, the website sold tickets to a Miami Heat Game, an unopened can of Lucky Energy Drink with lipstick on the rim, a long piece of black hair (rumored to belong to a famous sister that was once married to a rapper), an empty can of Redbull and more.

"As the saying goes, 'art is art is art.' Art exists as its own entity, regardless of definition. With this insight, we ask, why can't trash fall into that category if everything is Art?" said Hamid Saify, CMO of Lucky Energy. "Our depiction of Art was designed to spark conversation and curiosity. As a brand, rethinking cultural norms is in our DNA. When told we can't or shouldn't, we are inspired to prove otherwise. We aim to instill that same 'can do' attitude and motivation in people, giving them the fuel they need to keep going. To make their own luck. This is why we are committed to supporting social causes, with the proceeds of "Trashy Art"' and an additional donation to funding a Miami-based kid's art program through DonorsChoose."

Richard Laver founded Lucky Energy after experiencing tragic lows and dizzying heights; he launched the company to inspire people to persevere and keep going as he learned to do. He's the youngest survivor of the Delta 191 flight that killed his father and 136 others. After surviving the crash at just 12 years old, Laver suffered from depression and was homeless by 27. He eventually found the love of his life, Michelle, but during the premature birth of their first child, Kate, she was diagnosed with cerebral palsy and would need a feeding tube for nourishment. Through a medley of medical complications, he founded Kate Farms (now the #1 recommended plant-based tube-feeding formula) to save her life. In thinking about his next chapter, Laver landed on creating a cleaner alternative to the energy drinks on the market.

To learn more about Lucky Energy and Trashy Art, visit www.luckybevco.com and follow @luckyenergyofficial on social media. Please contact Valeria Carrasco at valeria@hallettsconsulting.com with any questions.

ABOUT Lucky Energy Drink
Lucky Energy is a cleaner, better-for-you energy drink company founded by serial beverage entrepreneur Richard Laver. The brand creates high-quality products to motivate people to keep going. The product line features five flavors—with 5 super ingredients, including maca and beta-alanine, 0 sugar, 0 aftertaste, and only 5 calories. Products are available on Amazon. For more information, visit www.luckybevco.com and follow @luckyfckenergy on social media.

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SOURCE Lucky Beverage Company