![]() ![]() Success was largely attributed to the differentiation they achieved with the initial campaign. Just four months after the launch, Rockstar surpassed its primary competitor in Argentina and overachieved its buyers goals (+87.5% vs. With 80 mg of caffeine, Rockstar Unplugged contains an innovative blend of ingredients that provide an extra burst of energy when you need it. Functional benefits Contains guarana, ginseng and ginkgo Zero sugar options Rockstar Life is your stage. Scientifically formulated to deliver an energy punch for active and busy people from athletes to rock stars. Not only did the insights from Kantar Marketplace confirm that the creative decisions executed in the campaign were effective, but they also brought to light additional recommendations for example, the inclusion of messaging about the price benefits and the practicality of the product, that were seen as next steps to incorporate into future ad campaigns. Meanwhile, PepsiCo has reimagined the look of Rockstar to usher in a new era of ownership for the energy drink brand founded in 2001. Rockstar contains a potent herbal blend of guarana, ginseng and ginkgo. The results confirmed the campaign boosted purchase intent, with levels above the average, and contributed to brand differentiation as expected, with results above country average. They also sought to validate local creative decisions, which brought a local flavour to the brand direction and included the use of celebrities.Īfter completing an Ad Now project on Kantar Marketplace, the local team was able to quickly gather the insights they needed to validate that the bold creative decisions taken were the right ones – gaining the buy-in and support of the global brand team in the process. 2 Rockstar is based in Purchase, New York. Taurine is a common ingredient in many energy drinksincluding best-selling brands like Red Bull, Monster and Rockstarthough experts warn these may pose a danger to public health for their. Working with a strict budget and a tight timeline, the PepsiCo team in Argentina wanted to quickly understand if the launch campaign would meet its objectives to build brand differentiation and drive sales of the product. Rockstar (stylized as ROCKSTR or R) is an energy drink created in 2001, 1 which, as of 2020, has a 10 market share of the global energy drink market the third-highest after Red Bull and Monster Energy. Rather than offering the energy drink in traditional can packaging, the new bottle format was geared towards the practical aspect of this product’s usage occasions – a key message the local team sought to include in the creative. The beverage was being positioned for daytime consumption, differentiating from category players that had linked their beverages to nightlife, for use as a mixer with alcoholic beverages. PepsiCo was working towards unveiling its Rockstar energy drink in Argentina with a new approach that diverged significantly from the global brand direction.
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