Dive Brief:

• Rockstar Energy Drink launched a campaign, “You Can Own Any Moment,” that is backed by a new science-based claim about the brand's ability to deliver sustained energy, per a press release.
• The brand tested its proprietary formulas to measure caffeine metabolism and evaluate physical and mental energy levels over a period of 12 hours, finding that its formulas with at least 160mg of caffeine delivered steady energy for up to 5 hours.
• A long-form spot shows consumers using Rockstar Energy in a variety of settings. The campaign follows a recent brand refresh and the launch of the Rockstar Focus product line.

Dive Insight:

Rockstar’s latest campaign sees the PepsiCo energy drink brand looking to separate itself from the increasingly crowded functional beverage market by bringing a new science-based claim to life. The 60-second spot, set to Armani White's bouncy rap song “Goated,” shows how the same person can drink Rockstar and have energy for different activities, from playing tennis to dancing in a boardroom to visiting a museum.

The “You Can Own Any Moment” campaign and its “sustained mind-body energy” tagline are informed by a clinical study of nearly 80 individuals that found that Rockstar Energy's proprietary formulas with at least 160mg of caffeine helped consumers achieve steady energy for up to 5 hours.

“We heard from consumers that rollercoaster energy was not for them, so we put our formula through rigorous testing to prove that Rockstar delivers a sustained energy for mind and body,” said Danielle Barbaro, vice president for R&D at PepsiCo Beverages North America, in the press release.

The campaign follows several recent efforts from the PepsiCo brand. Rockstar this month refreshed its visual identity across its full product line in the UK, Poland and Germany with a new color palette and photography style that seeks to use simplicity to cater to a broader, more modern consumer base. The brand in January also launched a Rockstar Focus product that delivers a mental boost by combining caffeine with ingredients like Lion’s Mane mushrooms.

PepsiCo's flagship brand last year overhauled its logo and touchpoints spanning digital and physical channels, including packaging, fountain and cooler equipment, trucking fleets, dining and fashion as part of a maximalist brand refresh. Along with owning Rockstar, PepsiCo has invested in functional energy drink Celsius.