Rockstar Energy aims to boost brand equity globally through music, focusing on transformative moments, simplicity, recognizability, and digital engagement.
"Press Play" is a music strategy that delivers brilliant music experiences, encouraging consumers to come alive.
How we launched a global music platform with the ultimate pre-party
The Challenge
Back in 2020, PepsiCo bought rising challenger brand Rockstar Energy for $4bn. A small player in a huge market. We’ve been working with the brand to help them build brand equity through music across the world.
Getting uncoventional
Rockstar needed to find a role to play in the space. As a brand dedicated to helping people fully embrace the things they love, we’ve helped them develop a strategy that delivers brilliant music experiences that encourages drinkers to come alive. From engaging talent across 15 global markets, to launching innovative, digital-first platforms, the work will drop in 2024, so watch this space.
Impact
The work will run across Europe, UAE, Africa and South America, taking the Rockstar music story to the world, with key metrics including growth in brand awareness, market share, and credible brand association with music.
Media Mix
Print, Experiential, Outdoor, Digital, AR/VR.
