Rockstar Energy cans get complete overhaul

Rockstar Energy has unveiled a complete rebrand, including refreshed packaging and an integrated marketing campaign, to elevate its visibility and help drive retailers’ energy drink sales. 

Rolling out across grocery, impulse and wholesale from February, the newly designed 500ml cans offer simplified branding and enhanced graphics on zero-sugar varieties to align with current consumer preferences for no-sugar alternatives.

With stimulants now worth £1.5 billion, there is a clear appetite for energy drinks and a continued opportunity for retailers. 

To stand out in the category, the rebrand simplifies the Rockstar range, removing sub-brands and displaying flavours more prominently to attract a wider audience. With demand for low-sugar options and flavoured energy drinks growing the sub-category (low sugar stimulants are growing +29.7% vs standard stimulants at 14.7%), the rebrand increases the visibility of Rockstar Energy’s variety of flavours, including Tropical Guava, Blueberry & Pomegranate, Strawberry & Lime, and Watermelon & Kiwi providing consumers with a choice, while helping retailers maximise sales opportunities.

Adrian Howe, Brand Manager for Rockstar Energy, said: “The rebrand comes at an ideal time to help retailers capitalise on the strong sales performance of energy drinks[3]. 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.”

Rockstar Energy is also launching a comprehensive marketing campaign supporting the rebrand, spanning social media, digital advertising, out-of-home media, influencer partnerships, sampling events, and more. 

The campaign highlights the brand’s refreshed identity and ensures it remains visible to core consumers. The new packs will 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.

The updated packaging will be implemented across all Rockstar Energy products and sub-brands, with an MSRP of £1.35 for the 500ml size.

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