Rockstar Energy Drink: Brand Repositioning
Increase sales of this underdog brand by challenging energy drink category conventions.
Step 1. Understand the Problem
Make Rockstar a challenger brand.
While Rockstar has always been a strong-but-distant third to the Red Bull and Monster, now the energy category is growing and Rockstar's sales aren't.
Rockstar's messaging and ad placements are undifferentiated from the competition.
Step 2. Research THE OPPORTUNITY + AUDIENCE
"Great opportunity for market growth lies in the conversion of light users." - Mintel, Energy Drinks 2017
Females 18 - 34
Always On the Go -
Energy Drink Explorer - Not loyal to an energy category, she drinks coffee one day and energy shots the next.
Price Aware - She's not your five dollar kombucha girl.
Healthy(ish) - She goes to the gym but she's never going to say no to nachos.
Perception is Reality - She is concerned about what others think.
"I wrap the can in a paper towel so people don't judge me." - Focus Group Participant
Step 3. Consumer insight
For this audience, beverages are an accessory. Rockstar sends the wrong message.
Step 4. BUILD A BULLETPROOF STRATEGY
Take Rockstar from a sign of desperation to a symbol of possibility.
STEP 5. Bringing POSSIBILITY TO LIFE
Rockstar spends their marketing dollars on in-store marketing, sports sponsorships, and music festival partnerships. We reimagined what those channels meant through the lens of possibility.
We dropped the word "drink" to signify that Rockstar is bigger than just a beverage.
We redesigned the packaging to be something our audience would want to carry and added functionality through a resealable cap.
What would it mean to sponsor possibility? Kickstarter.
We recommended shifting half of Rockstar's sponsorship budget to supporting on-brand entrepreneurs.
To bring the idea of possibility to music, we recommended that Rockstar sponsor Spotify's "Rising Artists" playlist.