PURCHASE, N.Y., Feb.1, 2022
/PRNewswire/ -- Designed to give you the right amount of
caffeine when you need it, Rockstar Energy Drink is creating a new
kind of energy drink with the launch of Rockstar Unplugged.
Rockstar Unplugged focuses less on providing a big hit of energy
and more focus on enhancing good vibes with ingredients like hemp
seed oil and B vitamins. These elements combined with a
fruit-forward energy boost help maintain an easy-going,
free-flowing, and soul-fueling attitude for any mood or
occasion.
With 80 mg of caffeine, Rockstar Unplugged contains an
innovative blend of ingredients that provide an extra burst of
energy when you need it. The new sugar-free, calorie-free beverage
combines hemp seed oil, B vitamins, spearmint, and lemon balm with
a dose of caffeine. It is available in three sugar-free flavors -
Blueberry, Passionfruit, and Raspberry Cucumber.
Rockstar Unplugged features a new campaign – Turn Up Your
Mood – and new can design with colorful "groove shape"
illustrations symbolizing aura, music, and energy. These shapes
swirl and expand from the iconic Rockstar star across the 12oz slim
cans. Mood and music are visually communicated in every aspect of
the campaign.
"With Rockstar Unplugged, we continue the brand's heritage in
driving culture while delivering innovation to the category," said
Fabiola Torres, PepsiCo General
Manager and Chief Marketing Officer of the Energy 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."
Rockstar Energy's new partnership with MTV will spotlight the
Rockstar Unplugged product and launch a first-of-its-kind 3-part
music series with the groundbreaking music franchise – MTV
Unplugged – that shares its name. Kicking off the music series in
Los Angeles, Rockstar and MTV
Unplugged will then go on the road, with two additional
concerts in 2022. Fans will need to visit turnupyourmood.com to
enter for a chance to win a trip to this one-of-a-kind musical
experience.
"MTV's legacy is grounded in speaking to young people with
content and experiences that matter to them," said Jason White, CMO, MTV Entertainment Group. "This
partnership with Rockstar Unplugged enables us to extend the iconic
MTV Unplugged franchise to a new generation of music fans as
a reimagined concert series that can drive entertainment
forward."
Rockstar Unplugged is available for purchase at
www.rockstarenergy.com and at retailers where PepsiCo products are
sold nationwide, starting at $1.99
per can.
About Rockstar Energy Drink
Founded in 2001, Rockstar Energy Drink produces beverages that
celebrate the young hustlers focused on their journey. With over 20
Rockstar Energy products and five sublines available at convenience
and grocery outlets in over 30 countries globally, Rockstar Energy
gives you a bold, refreshing boost, full of benefits, and loaded
with flavors. For more information, visit
www.rockstarenergy.com
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion
times a day in more than 200 countries and territories around the
world. PepsiCo generated $70 billion
in net revenue in 2020, driven by a complementary beverage and
convenient foods portfolio that includes Lays, Doritos, Cheetos,
Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream.
PepsiCo's product portfolio includes a wide range of enjoyable
foods and beverages, including many iconic brands that generate
more than $1 billion each in
estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in
Beverages and Convenient Foods by Winning with PepsiCo Positive
(pep+). pep+ is our strategic end-to-end transformation that puts
sustainability at the center of how we will create value and growth
by operating within planetary boundaries and inspiring positive
change for planet and people. For more information, visit
www.pepsico.com.
About MTV Entertainment Group
MTV Entertainment Group is a preeminent global media company,
connecting with its audiences through nine iconic brands, including
MTV, Comedy Central, VH1, CMT, Pop, Logo, Smithsonian, Paramount
Network, and TV Land. Additionally, MTV Entertainment Studios
produces award-winning series, movies, and documentary films. MTVE
also uses its reach for social impact, spearheading broad
change-driven coalitions through mental health and civic engagement
campaigns.
Media Contacts:
Jacie Prieto Lopez: 310.804.5115
/ jacie.prieto@pepsico.com
Brittney Theriault: 213.335.5551 /
btheriault@golin.com
MTV Press:
Lauren Nowell,
lauren.nowell@viacomcbs.com
Ali Marszalkowski,
ali.marszalkowski@viacomcbs.com
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SOURCE PepsiCo