launcHING a global music platform FOR PEPSICO with the ultimate pre party
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.
MEDIA REACH
PIECES OF SUPPORTING
SOCIAL CONTENT
ORGANIC
ENGAGEMENT
Challenge
Rockstar Energy is a challenger brand in a crowded category, where energy drinks often rely on the same tired codes of noise, adrenaline and extreme lifestyle. Following PepsiCo’s $4 billion acquisition, our challenge was to give Rockstar a clearer cultural role and build real brand equity through something deeper than advertising.
INSIGHT
Rockstar is for the people who go all in. Not just fans of music, but people who live what they love.
IDEA >
WHERE WILL YOUR CAN TAKE YOU
We built a global music platform that turns Rockstar from an energy drink into a gateway to music culture. Rooted in fandom, talent and real experiences, the platform gives people access to the artists, moments and scenes they care about most. From talent partnerships across 15 global markets, to digital first platforms and breakthrough live experiences, Rockstar now has a way to show up where music actually lives.
CULTURAL
ADVANTAGE
Rather than borrowing music as a badge, Rockstar is building a role inside it. The work travels across Europe, UAE, Africa and South America, giving the brand a flexible global platform with local cultural relevance.
Launching from 2024, the platform is designed to grow awareness, market share and credible association with music, helping Rockstar become a brand that does not just sponsor culture, but moves with it.
