Rockstar celebrates hustle mentality in first global marketing platform since PepsiCo acquisition


Dive Brief:

  • Rockstar is introducing its first global marketing platform since getting acquired by PepsiCo last year, according to a news release. Called “Life is Your Stage,” the effort celebrates the hustle mentality of Rockstar’s target audience.
  • The energy drink brand developed three short films that depict various people on the daily grind, including an amateur rapper trying to make hits in her bedroom, an office worker pushing for a promotion and a hardcore gamer who plays hours-long sessions. Rockstar has also formed a Rockstar Energy Hustle Collective of influencers to create and amplify related content throughout the year.
  • PepsiCo’s internal Global Design team earlier this year reworked Rockstar’s visual identity and packaging. An international marketing push behind the refresh comes as PepsiCo plans to more than double Rockstar’s geographical footprint over the next three years.

Dive Insight:

Rockstar is making a bigger splash with its marketing this year through an extensive global campaign, its first since getting acquired by PepsiCo for $3.85 billion in 2020. “Life is Your Stage” appeals to a range of go-getter consumers who need fuel to realize their goals, whether those be in the office, gaming space or in terms of creative output.

The three hero films will live on YouTube, but Rockstar is also curating the videos for localized audiences. The brand produced more than 70 variants of the shorts, as well as other content tailored to more than 30 markets. Ads will appear across out-of-home, digital, social media and in-store channels, according to the release.

Other PepsiCo brands have adopted a similar approach, prioritizing a high volume of content that can reach a wide audience while preserving relevance. Promoting its Zero Sugar cola, Pepsi recently debuted a campaign on TV, digital and radio that leverages data-driven insights and voice-over to customize more than 70 pieces of creative. “Zero Sugar, Zero Compromise” is targeted at men in their 30s and 40s who are making the switch to sugar-free soda and have little free time to relax.

Meanwhile, PepsiCo has reimagined the look of Rockstar to usher in a new era of ownership for the energy drink brand founded in 2001. A redesign spearheaded by the food and beverage giant’s in-house team includes a modernized version of Rockstar’s star logo as well as an “elevated” color palette of metallic gold and black across the brand’s portfolio. PepsiCo has previously teased the overhaul, including through a Super Bowl ad — Rockstar’s first — earlier this year. The TV spot starred Grammy-nominated rapper Lil Baby.

PepsiCo is aggressively capitalizing on the demand for “functional beverages” that provide some health benefit or utility to consumers, with the Rockstar deal a piece of that strategy. This week, the company launched Soulboost, an enhanced sparkling water beverage made with real juice and functional ingredients. Late last year, the company also introduced a relaxation drink called Driftwell that intends to combat feelings of stress. A recent campaign promoted Driftwell through animated ads that depict unhealthy habits, such as copious screen time before bed, as monsters that Driftwell can help conquer.