Rockstar Energy to air its first-ever Super Bowl ad to introduce new branding under PepsiCo

Rapper Lil Baby stars in Rockstar’s Super Bowl ad


Rockstar Energy will air its first-ever Super Bowl industrial to reintroduce the model to viewers after its acquisition by PepsiCo final 12 months.

Pepsi purchased the vitality drink model for $3.85 billion as a part of a broader push into the caffeinated class. Rockstar’s market share had been flagging in recent times as new merchandise entered the market, and rival Monster Beverage continues to be far and away the highest vitality drink maker.

The meals and beverage big is hoping to revitalize Rockstar and make it related once more under the management of Fabiola Torres, chief advertising and marketing officer of PepsiCo Energy. Torres joined the corporate in April after a number of years at Apple’s Beats by Dre model. Before that job, she labored at Nike for practically 20 years.

“For Pepsi, energy is one of the top priorities for the company,” Torres stated.

A teaser for Rockstar’s spot reveals rapper Lil Baby, and the total industrial can be going to embrace first responders. Torres stated that the model is aiming to strike a extra inclusive tone in its advertising and marketing than earlier iterations of Rockstar. In addition to embracing motion sports activities, Rockstar can be planning to goal the music and gaming communities as properly, in accordance to Torres.

“It’s going to be fun, it’s going to be relatable and it’s going to be relevant,” she stated.

Other noteworthy manufacturers making their Super Bowl debuts this 12 months embrace DoorDash and Chipotle Mexican Grill. Some legacy manufacturers, like Anheuser-Busch InBev’s Budweiser and Pepsi’s namesake soda, have opted to not promote throughout the sport this 12 months.

While Pepsi will not be airing its personal industrial, Rockstar’s use of Lil Baby attracts from the soda’s historical past of utilizing massive names in music, like Britney Spears and Beyonce, as the main target of its personal Super Bowl adverts.

Thirty-second spots on the promoting’s greatest night time have been promoting for $5.5 million or barely increased, and ViacomCBS stated Wednesday that it “virtually” offered out of ad stock, a lot later than years previous.

“It’s important for us to do it in the most important sport moment for our audience,” Torres stated. “For us, it’s really about making sure we have more eyeballs and it’s time for us to start the dialogue with the consumer again and maintain it throughout the year.”

Rockstar can be rolling out contemporary packaging with an up to date emblem and plans to launch new flavors later this 12 months.

Shares of Pepsi have fallen 2.9% over the past 12 months, giving it a market worth of $190.77 billion. The firm’s gross sales have gotten a lift from client stockpiling of its snacks and drinks.

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