Miguel Atkins

Rockstar Energy Drink

Rockstar Energy Drink


Rockstar

The Company

Rockstar Energy Drink is designed for those who lead active lifestyles. The company started in 2001 and currently has over 24 flavor options and operates in over 30 countries. Rockstar Energy Drink supports the rockstar lifestyle through out the world via Action Sports, Motor Sports, and Live Music Festivals. This energy drink company is third in its category and has been fighting hard to compete with players such as Monster and Red Bull.


The Ask:

Make Rockstar Energy a challenger brand by going after the category leader in the energy drink industry.

Business Problem: 

Rockstar Energy has been a key player in the energy drink category but has always been behind Redbull and Monster. The energy drink category has been growing and projected to grow to 19 billion in 2021. However, Rockstar Energy's sales has started to level out.


Research Methodology:

We broke our research down into four research lenses

The Category:

  • Deep dive into industry research

  • Market share research

  • Competitive analysis

The Company:

  • Brand audit

  • Research into current offerings and sponsorships

The Culture:

  • Looked into the culture surrounding energy drinks

The Consumer:

  • Conducted a focus group with energy drink consumers


Key Takeaways:

  1. Monster was #1 in our blind taste test

  2. Energy drinks have a negative category association (i.e. partying, gaming, fast food, unhealthy)

  3. Packaging drives consideration


Opportunity:

"Opportunities for market growth lie in the conversion of light users of energy drinks"- Mintel: Energy Drinks US, 2017


Recommendation:

Differentiate Rockstar Energy Drink to connect with "light users"

Strategy:

Challenge Rockstar's extreme perception away from a feeling of desperation to a symbol of possibility for "light users" 


Bringing Possibility to Life:

Logo

We updated the logo and dropped the word drink in order to create a minimalist look to communicate that Rockstar is bigger than just an energy drink, it's a symbol of possibility.

Packaging

We redesigned the current packaging to connect with our consumer's style and preference. The new packaging will give the brand a distinct look that helps Rockstar Energy stand out among the sea of choices. We added a functional benefit by using a resealable cap, giving consumers the option of not having to drink the entire bottle at once.

Sponsorship

1. Kickstarter

We recommended Rockstar Energy use their sponsorship dollars to support on-brand entrepreneurs using Kickstarter, a crowdfunding platform that is all about possibility and bringing your ideas to life. 

Kickstarter Sponsorship

2. Spotify

Tying in possibility with music, we recommended that Rockstar Energy sponsor Spotify's Rising Artists playlist.

Spotify

Contact:
e: atkinsmd5@gmail.com p: (757) 218-8111