PepsiCo’s Rockstar unveils ‘emboldened new look and attitude’

A new visual identity, created by PepsiCo's Global Design team, focuses on bold packaging: modernizing the star logo with a color palette of metallic gold and black across the brand portfolio. The new visual identity has been designed to “elevate the brand and make it more distinctive and inviting for our consumers around the world,” according to PepsiCo’s design team. Meanwhile, a new campaign, ‘Life is Your Stage’, marks the first major international effort for Rockstar since the acquisition, with PepsiCo accelerating the brand’s expansion into new markets. It wants to more than double the geographical footprint of the brand over the next three years. 'Life is Your Stage' debuts with three pieces of content ‘that celebrate the grit and determination of those powering through their daily hustle’. Mark Kirkham, Vice President and General Manager, Sports, Energy & Juice, Global Beverages, PepsiCo, said the company sees rising demand for functional beverages. “ Energy is a growth category we see accelerating around the world - and one that is overdue for a refresh. "With this global campaign, we want to redefine how consumers see Rockstar Energy Drink and celebrate hardworking, passionate hustlers who want to get things done." PepsiCo announced the $3.85bn acquisition of Rockstar Energy Beverages in March last year: eying up ‘a highly strategic acquisition to enable us to leverage PepsiCo’s capabilities to both accelerate Rockstar’s performance and unlock our ability to expand in the category with existing brands such as Mountain Dew.’ Rockstar contains B vitamins, ginseng, and taurine; alongside caffeine and guarana for an energy boost. Rockstar products are currently available in 20 flavors, including zero-sugar varieties, at convenience and grocery outlets in 30 countries around the world. This month, the brand branched out into new territory with the launch of Rockstar Energy + Hemp in Germany: marking PepsiCo’s first foray into the hemp category.