PepsiCo Puts the Spotlight on Rockstar Energy Drinks

The beverage brand has some hustling to do to catch up with the competition

Rockstar's new ad will debut during the Super Bowl pre-game show. PepsiCo/Rockstar

Although founded in 2001, energy drink brand Rockstar has never advertised on TV. That’s mainly because it’s never been marketed as something members of the general public—or people who aren’t young men interested in video games or extreme sports—would want.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.