Rockstar celebrates hustle mentality in first world advertising and marketing platform since PepsiCo acquisition

Dive Temporary:

  • Rockstar is introducing its first world advertising and marketing platform since getting acquired by PepsiCo final yr, in keeping with a information launch. Referred to as “Life is Your Stage,” the hassle celebrates the hustle mentality of Rockstar’s audience.
  • The vitality drink model developed three quick movies that depict varied folks on the day by day grind, together with an newbie rapper attempting to make hits in her bed room, an workplace employee pushing for a promotion and a hardcore gamer who performs hours-long classes. Rockstar has additionally fashioned a Rockstar Vitality Hustle Collective of influencers to create and amplify associated content material all year long.
  • PepsiCo’s inner International Design workforce earlier this yr reworked Rockstar’s visible id and packaging. A global advertising and marketing push behind the refresh comes as PepsiCo plans to greater than double Rockstar’s geographical footprint over the following three years.

Dive Perception:

Rockstar is making a much bigger splash with its advertising and marketing this yr via an in depth world marketing campaign, its first since getting acquired by PepsiCo for $3.85 billion in 2020. “Life is Your Stage” appeals to a spread of go-getter customers who want gas to appreciate their objectives, whether or not these be within the workplace, gaming area or when it comes to artistic output.

The three hero movies will reside on YouTube, however Rockstar can also be curating the movies for localized audiences. The model produced greater than 70 variants of the shorts, in addition to different content material tailor-made to greater than 30 markets. Adverts will seem throughout out-of-home, digital, social media and in-store channels, in keeping with the discharge.

Different PepsiCo manufacturers have adopted the same method, prioritizing a excessive quantity of content material that may attain a large viewers whereas preserving relevance. Selling its Zero Sugar cola, Pepsi lately debuted a marketing campaign on TV, digital and radio that leverages data-driven insights and voice-over to customise greater than 70 items of artistic. “Zero Sugar, Zero Compromise” is focused at males of their 30s and 40s who’re making the change to sugar-free soda and have little free time to chill out.

In the meantime, PepsiCo has reimagined the look of Rockstar to usher in a brand new period of possession for the vitality drink model based in 2001. A redesign spearheaded by the meals and beverage large’s in-house workforce features a modernized model of Rockstar’s star emblem in addition to an “elevated” colour palette of metallic gold and black throughout the model’s portfolio. PepsiCo has beforehand teased the overhaul, together with via a Tremendous Bowl advert — Rockstar’s first — earlier this yr. The TV spot starred Grammy-nominated rapper Lil Child.

PepsiCo is aggressively capitalizing on the demand for “useful drinks” that present some well being profit or utility to customers, with the Rockstar deal a bit of that technique. This week, the corporate launched Soulboost, an enhanced glowing water beverage made with actual juice and useful elements. Late final yr, the corporate additionally launched a leisure drink known as Driftwell that intends to fight emotions of stress. A latest marketing campaign promoted Driftwell via animated advertisements that depict unhealthy habits, similar to copious display screen time earlier than mattress, as monsters that Driftwell can assist conquer. 

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