The Rockstar Energy Drink range has undergone a rebrand, including refreshed packaging and an integrated marketing campaign.
Rolling out across grocery, impulse and wholesale, 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 the aim of standing out in the fast-growing energy drinks 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, the rebrand also increases the visibility of Rockstar Energy’s variety of flavours, including Tropical Guava, Blueberry & Pomegranate, Strawberry & Lime, and Watermelon & Kiwi.
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. 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 marketing campaign supporting the rebrand, spanning social media, digital advertising, out-of-home media, influencer partnerships, sampling events, and more. 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 updated packaging will be implemented across all Rockstar Energy® products and sub-brands, with an MSRP of £1.35 for the 500ml size.
