The Challenge

How do you make real music experiences feel essential again for a generation numbed by passive feeds and digital noise?

The Cultural Opportunity

While other energy drinks were throwing money at artists, we backed the people who really matter, the fans. Where will your can take you? is a global brand platform that turned every can of Rockstar into an invitation. To basement gigs and squat raves. To 4am karaoke and mosh pits. To crawling into dive bars and running into surprise sets from favourite artists. No filters. No velvet ropes. Just unforgettable nights, powered by the people who live for live music.

We gave away tickets. We put on shows. We took fans closer to the music than ever before. Our campaign followed real friends across a summer with Rockstar, documenting what happens when a drink becomes the spark for something unforgettable. Product comms repositioned Rockstar as more than an energy hit, it became a cultural access key.

Impact

‘Where will your can take you?’ gave thousands of music fans access to live music experiences globally. Rockstar’s socials blew up with over 42 million impressions. The campaign gained over $35,000,000 in earned media coverage. And we activated the biggest ever UK festival and music venue partnership between Rockstar and Live Nation. And this is just the start.

Media Mix

Digital, Social, OOH, PR, Activation & Experience