PepsiCo launches Rockstar Energy + HEMP

Starting in April, shoppers and retailers in Germany can look forward to a new energy drink from Rockstar. The top 3 player in the energy segment is launching an energy drink with hemp seed extract: Rockstar Energy + HEMP. Germany is thus the first market worldwide in which PepsiCo, the world's second-largest food company, is launching this innovative product.

With outstanding category growth of 58 percent year-over-year, hemp products are the trend of 2021 in FMCG. Already 4.3 million2 households have purchased a hemp product at some point. With Energy + HEMP, Rockstar - part of the world's second-largest food company PepsiCo since 2020 - is now expanding its energy portfolio to include three varieties with the trend ingredient "hemp seed extract." Rockstar Energy + HEMP appears in "Original," "Tropical Burst" and "Prickly Cactus" flavors. The new awakeners provide an intense fresh kick with the balanced mix of caffeine, guarana and taurine topped with an intense HEMP flavor.

"With 14 percent growth3, 1.5 billion euros in sales for nearly 600 million liters drunk, energy drinks are the growth driver for the non-alcoholic beverage market. Our Rockstar brand is the market leader in the flavor segment here with a market share of 35 percent4," says Isabel Teves, Commercial Director Beverages D/A/CH at PepsiCo. "60% of growth in the energy drink segment is driven by innovation. Here, Rockstar is leading the way with new developments such as XD-Power - the innovation launched in 2020 in the energy drink segment. It is therefore clear to us that we will continue to position ourselves through strong innovations in the future. In this way, the energy market as a whole will grow. The fact that we are the first PepsiCo market worldwide to launch Rockstar Energy + HEMP proves that we can do this and that we have the confidence of global player PepsiCo behind us. PepsiCo DACH - as the second largest Rockstar market - is a clear growth market for the brand, which was integrated into the group for $3.85 billion last year."

Rockstar Energy + HEMP is also expected to take off through its integrated activation package: In addition to a high-reach TV campaign running for six weeks in primetime, Rockstar is launching an extensive digital campaign on all relevant social media platforms, including Facebook, Instagram, Spotify and Snapchat.

In addition, the new Energy + HEMP variety will also feature eye-catching secondary placements at POS to generate impulse buys. The measures will be rounded off with paid PR in the form of media packages and influencer collaborations.

The new campaign kicks off with a 15-second TV spot featuring a female rapper who turns her life into her own stage. From makeshift recording studios to endless hours of producing, this go-getter has the grit and determination to reach her full potential. With the help of Rockstar Energy + HEMP, her drive to achieve anything she wants ignites.

The new range is also a real eye-catcher, with cans in an eye-catching gold hue. The product will be available from April 2021 throughout food retailers, discounters and at service stations and in the convenience & gas segment in 500ml containers for 1.69 euros (RRP).