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
In 2020, PepsiCo acquired Rockstar Energy for $4 billion. A challenger brand in an overcrowded market, it needed more than noise, it needed meaning.
Our challenge was to help Rockstar find its cultural role and build real brand equity. Not just through ads, but through music, fandom and unforgettable experiences.
The Cultural Opportunity
Rockstar stands for the people who go all in, for the ones who live what they love. So we built a global music platform that celebrates that energy. We helped define a strategy rooted in culture, not cliché, connecting the brand with real fans in real moments. From partnering with talent across 15 global markets, to creating digital-first platforms and breakthrough experiences, we’ve set the stage for Rockstar to show up where music lives.
The work starts dropping in 2024. And it is built to travel.
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.
