Rockstar Debuts Limited-Edition Cans Inspired
by the Vibrant Iconography of the Longstanding Mexican Holiday
Featuring Rockstar Pure Zero, Brisk, Crush and Manzanita
Sol
PURCHASE, N.Y., Sept. 28,
2023 /PRNewswire/ -- As millions of people prepare to
celebrate Día de los Muertos, creating ofrendas (altars) and
planning feasts in memory of their loved ones, Rockstar Energy
Drink launches "Proud Hasta Los Huesos" (Proud to the Bones), a
national campaign that invites consumers to participate in the
beloved Mexican holiday that takes place during the first two days
of November each year. To kick-off the campaign, today Rockstar
Energy released a limited-edition collection of Día de los
Muertos-themed cans designed by Mexican artist and illustrator
Joaquín Nava.
![Rockstar Energy Drink releases a limited-edition set of Rockstar Pure Zero, Brisk, Crush and Manzanita Sol cans inspired by Día de los Muertos (Day of the Dead). Rockstar Energy Drink releases a limited-edition set of Rockstar Pure Zero, Brisk, Crush and Manzanita Sol cans inspired by Día de los Muertos (Day of the Dead).](https://mma.prnewswire.com/media/2223211/PepsiCo_Day_of_the_Dead.jpg)
The "Proud Hasta Los Huesos" limited edition can collection is
inspired by the iconic images of La Catrina, one of the most
recognizable symbols of the Día de los Muertos, and includes
Rockstar Pure Zero, Brisk, Crush and Manzanita Sol beverages. Each
can features artistic nods to the vibrant Mexican culture and
community, and honors those who came before us. Design elements
include La Catrina in the signature colors of each beverage
surrounded by customary ofrendas, the alebrije icons
(spiritual guides), the Xolo dog, the feathered serpent, and other
distinct decorative cues like marigold flowers and papel
picado (paper banners).
"For Latinos, honoring family and preserving tradition are an
intrinsic part of our lifestyle, and we celebrate them with pride
and passion," said Esperanza
Teasdale, Vice President & General Manager, Hispanic
Business Unit, PepsiCo Beverages North America. "Rockstar Energy's
Proud Hasta Los Huesos campaign was created to honor our
heritage while giving a platform for Hispanic artists to shine and
share their talents with the world. Through this new,
limited-edition Día de los Muertos can collection, we honor our
roots, while infusing culture and creativity into every sip."
As consumers prepare to celebrate Día de los Muertos this year,
Rockstar encourages them to not only incorporate the
limited-edition cans as part of their personalized ofrendas,
but also as a way to continue supporting a new generation of
talented Latino creators that use art as a tool for cultural
expression. Consumers are also invited to follow @RockstarEnergy on
Instagram for a chance to get a limited-edition Rockstar Pure Zero
ceremonial box with items to incorporate into their at-home altars
including: Rockstar Pure Zero Día de los Muertos limited-edition
cans, custom papel picado, calavera (skull) candle,
and temporary face tattoo with the Catrina skull design.
Joaquín Nava's distinctive
artistic interpretation of La Catrina imparts a profound message:
live life with unapologetic enjoyment while embracing the legacy of
those who came before you. The unique can collection offers a fresh
and contemporary visual interpretation of this time-honored Mexican
belief.
"Collaborating with Rockstar Energy to infuse my passion into
these can designs has been an extraordinary journey – it
underscores the universal language of art and culture, serving as a
reminder that when creativity and tradition intersect, the result
can be truly exceptional," said Joaquín Nava, renowned Mexican artist and illustrator.
"This partnership not only pays homage to our heritage but also
amplifies it, sharing the essence of Mexican culture with the world
in every glance at these vibrant cans."
The limited-edition Rockstar Pure Zero cans are available for
purchase nationwide. Brisk and Manzanita Sol fans can find the cans
in the West and Central U.S. The Crush cans are available in
select markets such as Los
Angeles, Phoenix,
Houston, Dallas and Chicago.
For more information, please visit www.rockstarenergy.com. To
find out what's next for Rockstar Energy, follow
@RockstarEnergy.
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 more than $86
billion in net revenue in 2022, driven by a complimentary
beverage and convenient foods portfolio that includes Lay's,
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 pep+ (PepsiCo
Positive). pep+ is our strategic end-to-end transformation that
puts sustainability and human capital 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, and follow on Twitter,
Instagram, Facebook, and LinkedIn @PepsiCo.
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SOURCE PepsiCo, Inc.