Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
PepsiCo launched a major new international marketing campaign for Rockstar, the energy drink it acquired in 2020 for $3.85 billion, and is looking to target a broader range of consumers beyond gamers and adrenaline-seeking sports lovers.
The brand was founded in 2001 but, until PepsiCo snapped it up, had relatively limited marketing investment. Now PepsiCo’s in-house design team have developed a new brand look and “attitude” for the product, featuring a new black and gold product design that heroes a bold, gold star.
The
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in