Rockstar Energy Drink: Poder Para Mi Gente

Paola Villalobos Angela Rodriguez

Rockstar Energy Drink teamed up with an influential celebrity barber to cut through to its Hispanic target and boost consumer engagement in the US.

Campaign details

Brand: Rockstar Energy Drink Brand owner: PepsiCo Entrant company: Alma DDBIdea creation: Alma DDB Miami Market: United States Sector: Energy drinks Media channels: Mobile & apps, Social media, Online videoBudget: 1 - 3 million

Executive summary

As a challenger brand, Rockstar Energy Drink holds one-quarter the size of market share that Monster does among Hispanics. Specifically, Rockstar lags Monster by 14.8% in awareness, 10.7% in preference, and 17.2% in consideration. So, Rockstar set out to launch its first ever national Hispanic-focused campaign....

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