Rockstar launches new canned energy drink
Rockstar Energy Drink is creating a new kind of canned energy drink with the launch of Rockstar Unplugged.
The company says Rockstar Unplugged focuses less on providing a big hit of energy and more focus on enhancing good vibes with ingredients like hemp seed oil and B vitamins.
With 80 mg of caffeine, Rockstar Unplugged contains a blend of ingredients that provide an extra burst of energy when you need it.
The new sugar-free, calorie-free beverage combines hemp seed oil, B vitamins, spearmint, and lemon balm with a dose of caffeine. It is available in three sugar-free flavors – Blueberry, Passionfruit, and Raspberry Cucumber.
Rockstar Unplugged features a new campaign – Turn Up Your Mood – and new can design with colorful “groove shape” illustrations symbolizing aura, music, and energy.
These shapes swirl and expand from the iconic Rockstar star across the 12oz slim cans. Mood and music are visually communicated in every aspect of the campaign.
“With Rockstar Unplugged, we continue the brand’s heritage in driving culture while delivering innovation to the category,” said Fabiola Torres, PepsiCo General Manager and Chief Marketing Officer of the Energy Category.
“Ninety-one percent of our consumers told us they wanted a beverage that lifts their mood. Rockstar Unplugged delivers the ingredients consumers have been asking for, creating an opportunity for us to transform the category and introduce new consumers to our energy portfolio.”