![]() ![]() This signals a growing interest from female consumers over time. When we compare the percentage of women who report using Rockstar Energy products from January (37.5%) to August (43%), we see an +5.5% uptick over the eight-month span. One of Unplugged's main goals was to create an energy drink that appealed to women. Using data from Harris Brand Platform, we see a significant increase in brand equity, and rising interest from female consumers, after Rockstar Unplugged’s launch. Rockstar Unplugged also developed personalized Spotify playlists, and held a sweepstakes for an MTV Unplugged experience. This included a three-part music festival across the United States, starting in Los Angeles. ![]() Partnering with one of the leaders in music entertainment, MTV helped market the new drink with MTV Unplugged. Each of the slim, white Rockstar Unplugged cans features colorful swirls that are meant to represent “aura,” “music,” and “energy.” Rockstar Unplugged was marketed through a campaign titled “Turn Up Your Mood.” They wanted mood and music to be communicated throughout all elements of their launch campaign, including bottle design. As a plant-based product, consuming hemp seed oil is more akin to drinking herbal tea.) “Turn Up Your Mood” (Note that hemp seed oil is not psychoactive. Using hemp seed oil allows PepsiCo to create a cannabis-adjacent product while side-stepping any regulatory issues. CBD is used in EPIDIOLEX, an anti-seizure medication, and is therefore regulated by the FDA as a drug. Many small companies have sold CBD-infused products without FDA interference, but the FDA technically does not permit CBD within consumer food or beverages. PepsiCo’s decision may be due to CBD’s awkward existence in legal purgatory. Many smaller food and beverage companies have released products containing CBD, but PepsiCo has stuck with hemp seed oil instead. The Unplugged line leans into recent consumer enthusiasm for cannabis products, especially cannabidiol (CBD)-infused foods and beverages. Enthusiasm for cannabis-adjacent products soars Want to read more about food and beverage trends? Check out our Food & Beverage: An Industry Snapshot report for insights and brand rankings. If women, a newly-targeted consumer demographic, are brought into the market, this could greatly expand even more in 2022 and the years ahead. In 2021, energy drink sales grew by 12.6% to reach $14 billion. Rockstar’s product expansion is a smart move given the recent boom in the energy drink industry. Over 90% of Rockstar drinkers told PepsiCo that they want a beverage that can lift their mood, not just their energy levels. PepsiCo made this functional change in response to customer feedback. Rockstar’s Unplugged line markets to consumers who want to increase “ good vibes“ rather than feel an adrenaline rush. Now Rockstar is striving to capture the other half of American consumers: women. ![]() (It doesn’t take long to find an energy drink ad showcasing the extreme-sport world. Over the years, the energy drink market has primarily targeted male consumers. Each bottle is infused with hemp seed oil, lemon balm, spearmint, and B vitamins. The beverage is available in three flavors (Blueberry, Passionfruit, and Raspberry Cucumber) with 0 grams of sugar, 0 calories, and 80 grams of caffeine (half the caffeine of most Rockstar drinks). ![]() Rockstar Unplugged’s flavor and nutritional profile was designed to appeal to female consumers. In February 2022, PepsiCo’s Rockstar Energy brand launched a new line of drinks under the name Rockstar Unplugged. ![]()
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