PepsiCo Puts the Spotlight on Rockstar Energy Drinks

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

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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.

That’s about to change.

Nearly a year after acquiring Rockstar Energy Beverages for $3.85 billion, PepsiCo is reintroducing the brand with a new look and voice on the biggest stage possible: Super Bowl Sunday. A 30-second spot, which is part of a multi-platform campaign titled “Spotlight,” is scheduled to air during the Super Bowl pre-game show prior to kick-off.

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