02.07.22
PepsiCo’s Rockstar Energy Drink brand has debuted its new Rockstar Unplugged variety, focusing less on a big jolt of energy and more on mood enhancement.
With 80 mg of caffeine, Rockstar Unplugged blends hemp seed oil, B vitamins, spearmint, and lemon balm. It is available in three sugar-free flavors: Blueberry, Passionfruit, and Raspberry Cucumber.
Rockstar Unplugged features a new campaign—Turn Up Your Mood—and new can design with colorful illustrations symbolizing aura, music, and energy, according to the brand.
"With Rockstar Unplugged, we continue the brand's heritage in driving culture while delivering innovation to the category," said Fabiola Torres, PepsiCo general manager and chief marketing officer of the energy category. "Ninety-one percent of our consumers told us they wanted a beverage that lifts their mood. Rockstar Unplugged delivers the ingredients consumers have been asking for, creating an opportunity for us to transform the category and introduce new consumers to our energy portfolio."
Rockstar Energy's new partnership with MTV will spotlight the Rockstar Unplugged product and launch a 3-part music series with the music franchise MTV Unplugged. Kicking off the music series in Los Angeles, Rockstar and MTV Unplugged will then go on the road, with two additional concerts in 2022. Fans will need to visit turnupyourmood.com to enter for a chance to win a trip to the experience.
"MTV's legacy is grounded in speaking to young people with content and experiences that matter to them," said Jason White, CMO, MTV Entertainment Group. "This partnership with Rockstar Unplugged enables us to extend the iconic MTV Unplugged franchise to a new generation of music fans as a reimagined concert series that can drive entertainment forward."
With 80 mg of caffeine, Rockstar Unplugged blends hemp seed oil, B vitamins, spearmint, and lemon balm. It is available in three sugar-free flavors: Blueberry, Passionfruit, and Raspberry Cucumber.
Rockstar Unplugged features a new campaign—Turn Up Your Mood—and new can design with colorful illustrations symbolizing aura, music, and energy, according to the brand.
"With Rockstar Unplugged, we continue the brand's heritage in driving culture while delivering innovation to the category," said Fabiola Torres, PepsiCo general manager and chief marketing officer of the energy category. "Ninety-one percent of our consumers told us they wanted a beverage that lifts their mood. Rockstar Unplugged delivers the ingredients consumers have been asking for, creating an opportunity for us to transform the category and introduce new consumers to our energy portfolio."
Rockstar Energy's new partnership with MTV will spotlight the Rockstar Unplugged product and launch a 3-part music series with the music franchise MTV Unplugged. Kicking off the music series in Los Angeles, Rockstar and MTV Unplugged will then go on the road, with two additional concerts in 2022. Fans will need to visit turnupyourmood.com to enter for a chance to win a trip to the experience.
"MTV's legacy is grounded in speaking to young people with content and experiences that matter to them," said Jason White, CMO, MTV Entertainment Group. "This partnership with Rockstar Unplugged enables us to extend the iconic MTV Unplugged franchise to a new generation of music fans as a reimagined concert series that can drive entertainment forward."
