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Although Kutcher had done product endorsements in the past — most notably for Nikon — he learned that rapper Curtis Jackson, better known as 50 Cent, had taken an equity stake in the company instead of standard endorsement pay when he became the spokesperson for Glaceau’s Vitamin Water. When Coca-Cola purchased Vitamin Water in 2007, 50 Cent’s stake netted him an outrageous $100 million.

As Kutcher told Forbes, his reaction was, “I’ve got to figure out how to get in the equity game, because it just makes so much more sense.” Shortly after, the first of these opportunities came along…

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