Spotlight on energy brand

Britvic rolls out packaging revamp and reformulation for Rockstar

BIG-can energy brand Rockstar has been overhauled as part of a brand relaunch.

Britvic, which took over distribution of the brand last year after it was acquired by PepsiCo,  has revamped packaging across the entire Rockstar range.

The packaging revamp coincides with a reformulation of Rockstar’s Original flavour, with new cans starting to land on shelves last month.

Rockstar’s new look packs include a bolder logo as well as a design which Britvic described as “more premium.”

The reformulation of Original flavour was carried out to “further improve taste” according to Britvic, and includes additional Vitamin C.

Britvic is supporting the relaunch of Rockstar with a marketing campaign that includes digital, in-store and out-of-home activities. The ‘Life is your stage’ campaign kicks off on 14 June.

The entire Rockstar range is available in a 500ml format, and Britvic is also launching a new take-home four-pack for Rockstar Original.

Phil Sanders, out-of-home commercial director at Britvic, said: “The impactful new look includes our price-marked-pack cans, which are essential for convenience retailers as they allow stores to offer value to their customers.

“We have also seen more people doing their main shop at their local convenience store, so the take-home four-pack offer will allow shoppers to purchase Rockstar for drinking later too.”

  • The relaunched Rockstar range comprises: Original; Juiced El Mango; Juiced Tropical Punch;Juiced Tropical Orange & Passionfruit; Juiced Passion Frutas; Baja Juiced El Mango; Punched Tropical Guava; Punched Sour Bubble Burst; Punched Sour Raspberry; XDurance Blueberry Pomegranate Acai; XDurance Blueberry Pomegranate Acai Fully Loaded; XD Power Hardcore Apple; XD Power Blue Raz.