PepsiCo’s Rockstar Energy Creates New Kind of Energy Drink with Rockstar Unplugged
Feb 1, 2022 By MarketDepth
PepsiCo’s (NASDAQ: PEP) Rockstar Energy has created a new kind of energy drink with the launch of Rockstar Unplugged. The drink features ingredients such as hemp seed oil, spearmint, lemon balm and about 80 milligrams of caffeine. Pepsi aims to reel in younger, female consumers with the drink as the typical consumer of energy drinks are men between the ages of 18 and 34, according to the National Center for Complementary and Interactive Health.
“It’s a combination of herbals that can help us to relax, but not to sleep.”
Fabiola Torres, PepsiCo general manager and chief marketing officer of its energy business
Rockstar Unplugged highlights a new campaign, “Turn Up Your Mood,” as well as a new can design that has colorful “groove shape” graphics to represent aura, music, and energy.
“With Rockstar Unplugged, we continue the brand’s heritage in driving culture while delivering innovation to the 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.”
Fabiola Torres, PepsiCo general manager and chief marketing officer of its energy business
The new drink will come in 12-ounce cans in three different flavors: blueberry, passion fruit and raspberry cucumber. The beverage will be available nationwide starting Tuesday and will be sold for USD1.99 per can.
