Rockstar Energy Drink: Brand Repositioning


The Ask:

Make Rockstar a challenger brand.

The situation:

Since the 2000s, Rockstar has been a strong-but-distant third behind Redbull and Monster. In 2017, the energy category was growing, new energy drink startups were popping up, and Rockstar's sales had plateaued.

The Problem

Rockstar's marketing was undifferentiated from the competition - further endorsing the idea that energy drinks are extreme and ultra-masculine.

The Opportunity

"Great opportunity for market growth lies in the conversion of light users, specifically females." 
- Mintel, Energy Drinks 2017

Meet Britt, the "light User"


Britt is a 26 year old hairdresser living in Atlanta. Monday through Saturday she spends 10 hours chatting with clients just to go home and pack shipments for her Etsy shop. She's hustling with a goal in mind - one day she'll own her own salon. To keep all the balls in the air, she relies on caffeine. Coffee is her go-to but if she really gets desperate she'll swing by the gas station for a sugar-free Monster. She loves the taste but she'd never be caught dead drinking one in public.

Barrier: She does not see herself as an "energy drinker" even though she drinks energy drinks.

Delight: Anything that gives her one more hour of productivity.


The Insight

This audience sees beverages as an accessory.

"I wrap the energy drink can in paper towel so people don't see what I'm drinking." - Focus Group Participant

The strategy

Take Rockstar from an "x-treme" sign of desperation to a relatable symbol of possibility.

Bringing Possibility to life

Logo Refresh

We modernized the look and dropped the word "drink" to symbolize Rockstar is bigger than just a beverage.

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Packaging Refresh

We redesigned the packaging to better connect with our audience's personal style and break through on the shelf. We added additional functionality thought a resealable cap.

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What would it mean to sponsor possibility? Kickstarter. We recommended shifting Rockstar's sponsorship dollars to support on-brand entrepreneurs instead competing for relevancy in extreme sports.

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To bring the idea of possibility to music, we recommended that Rockstar sponsor Spotify's "Rising Artists" playlist.

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