Rockstar Energy Drink, a brand of Purchase, N.Y.-based PepsiCo, 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, the company says. 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, it adds.
With 80 mg of caffeine, Rockstar Unplugged contains a blend of ingredients that provide an extra burst of energy, according to the company. 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 12-ounce 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, in a statement. “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 three-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. Consumers can 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, chief marketing officer of the 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 for a can.