Rockstar rolls with a new look

Britvic has unveiled its new look for Rockstar Energy

Britvic has rolled out a new rebrand for Rockstar Energy, including a refresh on packaging and marketing campaign to drive awareness.

BRITVIC has rolled out the new look for Rockstar Energy in a bid to elevate the visibility of the brand’s zero-sugar variants across the energy category.

Set to tour out across grocery, impulse and wholesale from February, the newly designed 500ml cans offer simplified branding and enhanced graphics on its zero-sugar cans, which Britvic said will appeal with current consumer preferences.

The updated packaging will be implemented across all Rockstar Energy products and sub-brands, with an MRSP of £1.35 per 500ml can.

Rockstar is also set to support the roll out of its new look with a raft of marketing spanning across social media, digital advertising, out-of-home media, influencer partnerships, sampling events and more.

The campaign will champion the brand’s refreshed identity, says Britvic, to ensure it remains visible to its core consumer base.

The new packs will also feature a QR code for consumers to scan which will give shoppers the chance to win from an always-on activation for free tickets to over twenty O2 Academy venues across the UK.

This follows on from the brand’s ‘Press-Play’ campaign in 2023, an augmented reality concert experience headlined by Stormzy.

Adrian Howe, brand manager at Rockstar Energy, said: “The rebrand comes at an ideal time to help retailers capitalise on the strong sales performance of energy drinks.

“We can now better showcase our line-up of innovative flavours, offering shoppers a range of options, including those looking for zero-sugar alternatives.

“This progress follows Britvic’s Healthier People strategy, reformulating our drinks to remove calories with no compromise on taste or quality.

“The rebrand will help ensure Rockstar Energy® stands out in the growing category and allow retailers to better cater to consumer demands.”