[citation needed] Hpnotiq was created in 2001 by Raphael Yakoby, a college dropout living with his parents on Long Island, New York.

[3] The big break came when hip-hop impresario Sean "Diddy" Combs agreed to sell the drink in his restaurant chain Justin's in New York.

Urban and hip-hop groups began to promote the brand in music videos, on stage, and in rap lyrics from Kanye West, R. Kelly, Ludacris, Missy Elliot, Jay-Z, Lil’ Kim, Fabolous and Diddy.

A cocktail called "Incredible Hulk", whose color was reminiscent of the comic book hero, was made at Combs' Justin's restaurants.

Heaven Hill, Hpnotiq's parent company, partnered with New York-based consumer marketing agency Team Epiphany to create the campaign, which enlisted rapper Cam’ron, visual artist Naturel, rapper and visual artist Yung Jake, and New York-based DJ and entrepreneur Va$htie Kola to help bring attention to themes and content inspired by the year 2001.