Rockstar Energy Drink refresh

Company: PepsiCo
Location: United Kingdom
Project Type: Produced
Product Launch Location: Global
Packaging Contents: Energy drink
Packaging Substrate / Materials: Aluminum

Energy drink brand, Rockstar® reignites consumers around the world with an emboldened look and attitude, and the unveiling of its new international platform, ‘Life is Your Stage.’ This marks the first major international effort for Rockstar since its acquisition by global food and beverage leader PepsiCo in 2020, with the company accelerating the brand’s expansion into new markets with a goal to more than double its geographical footprint over the next three years.

‘Life is Your Stage’ debuts with three pieces of content that celebrate the grit and determination of those powering through their daily hustle: a delivery driver, a bedroom rapper, and an office worker. The films follow the stories of these go-getters, sharing their hard work, passion, progress, and what helps them succeed.

Mark Kirkham, Vice President and General Manager, Sports, Energy & Juice, Global Beverages, PepsiCo, commented, “We’re excited to officially spotlight the Rockstar Energy Drink relaunch internationally as we meet rising consumer demands for functional beverages. Energy is a growth category we see accelerating around the world – and one that is overdue for a refresh. 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.”

Driven by extensive insights collected through interviews with almost 3,000 consumers around the world, the international campaign looks to engage with local audiences, with more than 70 variants of the hero films and other content created for more than 30 markets. The integrated effort will appear across multiple channels, including out of home, digital, social, and in-store. A new visual identity, produced in-house by PepsiCo’s Global Design team, premieres on bold packaging. The portfolio-wide refresh modernizes the iconic star logo with an elevated color palette of metallic gold and black.

Stephen White, Senior Director, Design, PepsiCo Global Beverages: “We are excited to take the new design system to the next level on the international stage. With this new visual identity for Rockstar Energy Drink, we hope to elevate the brand and make it more distinctive and inviting for our consumers around the world.”

In addition, Rockstar will assemble the Rockstar Energy Hustle Collective – a group of influential and emerging entrepreneurs, musicians, and artists from around the world – to co-create content and spotlight other hardworking hustlers throughout the year. Influencers in the Rockstar Energy Hustle Collective include boutique UK fashion brand, 304 Clothing, which created a bespoke range of designs for the relaunch of the brand.

Rockstar contains B vitamins, ginseng, and taurine, as well as ingredients that provide an energy boost like caffeine and guarana. Since PepsiCo announced the acquisition of Rockstar, the brand has continued its growth momentum, with Rockstar products currently available in over 20 flavors, including zero sugar varieties, at convenience and grocery outlets in more than 30 countries around the world.

What’s Unique?
PepsiCo’s in-house team developed the global visual identity, creating a unified, modernized portfolio anchored by the iconic star logo. In addition:
-The star supergraphic architecture is particularly important for global efforts as it establishes a strong base that will enable the Rockstar brand to reach across an exciting diversity of markets and consumers.
-The strategy for sub-line differentiation leverages the new architecture across distinctive platforms with an evolved, vibrant color palette.
-The design system was reimagined with the intent that it can move across exciting variants and innovations in markets around the world.