Rockstar Energy has undergone a complete rebrand, with refreshed packaging and an integrated marketing campaign.
Rolling out from February, the newly-designed 500ml cans have simplified branding and enhanced graphics on zero-sugar varieties to align with current consumer preferences for no-sugar alternatives.
Rockstar Energy is supporting the change with a comprehensive marketing campaign, spanning social media, digital advertising, out-of-home media, influencer partnerships and sampling events. The new packs will also feature QR codes – with an always-on activation giving consumers the chance to win free tickets to over twenty O2 Academy venues across the UK through a weekly draw. The competition follows the launch of Rockstar’s global ‘Press Play’ campaign in 2023, an augmented reality concert experience headlined by global superstar Stormzy.
Brand manager for Rockstar Energy Adrian Howe said: “The rebrand comes at an ideal time to help retailers capitalise on the strong sales performance of energy drinks. We can now better showcase our line-up of innovative flavours, offering shoppers a range of options, including those looking for zero-sugar alternatives. This progress follows Britvic’s Healthier People strategy, reformulating our drinks to remove calories with no compromise on taste or quality. The rebrand will help ensure Rockstar Energy stands out in the growing category and allow retailers to better cater to consumer demands.”
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