Kim Kardashian joked about failing the California Bar Exam in a new commercial for her UPDATE energy drink [1].

The advertisement uses self-deprecating humor to market the beverage, transforming a public academic failure into a promotional tool for the entrepreneur's brand.

In the commercial, which debuted on Thursday, July 23, 2024 [3], Kardashian appears alongside prominent attorney Gloria Allred. During the exchange, Allred asked, "Did you pass the bar?" [2]. Kardashian said, "No, I didn't pass the bar. I raised it" [1].

The joke references Kardashian's long-term effort to become a licensed attorney in California. While she struggled with the full bar exam, she passed the First-Year Law Students' Examination, commonly known as the "baby bar," in December 2021 [1]. That achievement came after her fourth attempt at the test [1].

Despite that earlier success, Kardashian failed the California bar exam in 2023 [2]. The new advertisement, which has been released across television and online platforms, leverages that specific setback to create a memorable hook for the UPDATE energy drink [2], [3].

Kardashian has spent several years pursuing a legal career through a non-traditional path, focusing on criminal justice reform. By incorporating the failure into a commercial, she aligns her public persona with a narrative of persistence and humor despite professional obstacles [1], [2].

“"No, I didn't pass the bar. I raised it."”

This marketing strategy reflects a broader trend of 'celebrity vulnerability,' where public figures weaponize their failures to appear more relatable to consumers. By collaborating with a recognized legal figure like Gloria Allred, Kardashian validates the joke while simultaneously pivoting the conversation from her academic credentials to her commercial success in the beverage industry.