Rockstar is undergoing a relaunch this May, with a bold new pack design, reformulation of its original flavour and a multipack to capitalise on the increasing demand for take-home formats. Acquired by PepsiCo last year and now distributed via Britvic in the UK, the refresh aims to recruit new shoppers into the energy drinks market by making the brand more accessible to a wider audience through a bold and more premium design. The activity will be supported with digital, in-store and out of home activations.
Already a well-known and recognised brand in the UK and the third biggest energy drink in the world[1], Rockstar is also reformulating its Original flavour to further improve taste and will include the additional benefit of Vitamin C. The brand’s pack redesign will include a bolder logo and sport a more premium design with strong flavour messaging, positioning it as the ‘go-to’ energy drink at a time when stimulants account for 78% of the total soft drinks value growth in the last three years[2].
Ben Parker, at home commercial director at Britvic, comments: “As the UK begins to see lockdown restrictions ease, more consumers will be getting out and about. This places retailers in an ideal position to stock up on energy drinks with the demand for stimulants continuing to grow. Rockstar’s impactful new look and breadth of flavour choices will make the brand stand out among its competitors.
“We have seen take-home formats grow in the soft drinks category as a result of the pandemic[3]. The new four-pack format will reaffirm the value people are getting with their purchase.”
The entire range will be available in a 500ml format, with Rockstar Original also being available in the take-home four-pack. The relaunch will be supported from 14th June via the brand’s new international platform ‘Life is your stage’ – which will include a digital campaign, in-store, out-of-home, and digital points of sale. ‘Life is Your Stage’ debuts with three pieces of content that celebrate the grit and determination of those powering through their daily hustle. The films follow the stories of three go-getters, sharing their hard work, passion, progress, and what helps them succeed.
[1] Euromonitor, Value, 2021
[2] Nielsen Scantrack, Total Coverage, Value, MAT 30.03.19-23.03.21
[3] IRI Marketplace, Total Convenience, Total Soft Drinks, Value/ Volume, 52 weeks to 27.12.2020 Vs YA
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