PepsiCo has overhauled Rockstar, a year after buying the energy drinks brand for US$3.85bn.
Packaging for the Rockstar range, which PepsiCo acquired in April last year, will switch to metallic gold and black colours in the refresh. PepsiCo will also launch a new marketing activation and expand Rockstar’s global footprint with a plan to more than double its markets over the next three years.
“Energy is a growth category we see accelerating around the world – and one that is overdue for a refresh,” said Mark Kirkham, PepsiCo’s GM for sports, energy & juice. “With this global campaign, we want to redefine how consumers see Rockstar Energy Drink and celebrate hardworking, passionate hustlers who want to get things done.”
The ad campaign, called ‘Life is Your Stage’, will roll out in Rockstar’s current 30 markets, which include the US, UK and Germany. PepsiCo has also assembled a team of influencers – the Rockstar Energy Hustle Collective – to create content for the drive.
Germany is a key region for Rockstar and is home to a number of exclusive brand launches. Earlier this month, PepsiCo released a Rockstar Energy beverage with hemp seed extract in the country.