'The remedy for writer's block': New Phocus ad features a familiar Louisville face

Louisville native Jack Harlow returned to the Derby city to the delight of hometown fans in a sold out concert at the KFC Yum! Center on Dec. 18, 2022.

Jack Harlow's latest collaboration is with a Louisville-based beverage brand.

Harlow, the chart-topping rapper from Louisville, is now featured in the latest advertising campaign for Phocus, a caffeinated sparkling water drink from two local entrepreneurs. Harlow recently promoted Phocus on his social media pages, and his signature is now featured on the beverage's rebranded can.

The drink's website has been designed to revolve around the new campaign. The first image on the website is the new can, which is silver and has the rapper's signature, and an animated Harlow is shown on the page as well. A written message from the Louisville native describes how he uses Phocus to help him during the creative process — the drink is "the remedy for writer's block," he wrote, with ingredients that generate "a calm alertness in the mind of any artist looking to hone in on the story the want to tell."

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"Over time I've learned that we don't get to choose when the lighting bolt of brilliance strikes us," Harlow said in the Phocus website. "However, there are ways to make ourselves a more frequent target."

The drink's ingredients include 75 mg of caffeine, L-Theanine — an amino acid found in tea — purified water and natural flavors. It will also still be sugar free and has zero calories.

Harlow's partnership with Phocus extends beyond the campaign. According to Louisville Business First, he is a co-owner of the brand, a new member of the brand's board and will serve as chief creative officer.

Tom O'Grady and John Mittel started Phocus in 2017 because they wanted to create a healthier energy drink. The brand started small, selling in local places like Heine Brothers' Coffee and Kroger, but has expanded to a national market since then.

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A 12-pack of the drink costs $33.99 and can be purchased through Amazon.

Harlow has been busy lately, recently releasing a track with DJ Drama called "Mockingbird Valley," which has several Louisville references.

Clarification: This article was edited with an updated on Harlow and Mittel's roles within the company.

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Reach Ana Rocío Álvarez Bríñez at abrinez@gannett.com; follow her on Twitter at @SoyAnaAlvarez.

This article originally appeared on Louisville Courier Journal: Jack Harlow joins Phocus sparkling water in new advertising campaign