• Transform magazine
  • May 17, 2021

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Energy drink introduces international platform as it accelerates global expansion

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Energy drink brand, Rockstar, has unveiled an emboldened look and attitude to accompany its new international platform ‘Life is your stage.’ This marks the first major international effort for Rockstar since its acquisition by global food and beverage giant PepsiCo in 2020, with the brand seeking to expand into new markets.

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The new visual identity, produced in-house by PepsiCo’s global design team, premieres on bold packaging. The portfolio-wide refresh modernises the iconic star logo with an elevated colour palette of metallic gold and black.

“We are excited to take the new design system to the next level on the international stage. With this new visual identity for Rockstar Energy Drink, we hope to elevate the brand and make it more distinctive and inviting for our consumers around the world,” says Stephen White, senior director of design at PepisCo Global Beverages.

The ‘Life is your stage’ campaign debuts with three films that celebrate the grit and determination of those powering through their daily hustle.

“We’re excited to officially spotlight the Rockstar Energy Drink relaunch internationally as we meet rising consumer demands for functional beverages. Energy is a growth category we see accelerating around the world - and one that is overdue for a refresh,” adds Mark Kikrham, VP and general manager of global sports, energy and juice at PepsiCo Global Beverages.

In addition, Rockstar will assemble the Rockstar Energy Hustle Collective – a group of influential and emerging entrepreneurs, musicians, and artists from around the world – to co-create content and spotlight other hardworking hustlers throughout the year.