![]() Success was largely attributed to the differentiation they achieved with the initial campaign. A new Rockstar energy drink from Pepsi that contains hemp seed oil recently hit the shelvesbut members of the Navy were specifically warned on Wednesday that the beverage is off limits, claiming it will result in a positive drug test. for years: on one hand, there’s the long-standing Red Bull that continues to account for a lion’s share of the. Just four months after the launch, Rockstar surpassed its primary competitor in Argentina and overachieved its buyers goals (+87.5% vs. Energy drinks have remained a robust, yet hyper competitive market in the U.S. 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. 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. 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. Energy drink Rockstar has relaunched less than a year after being acquired by PepsiCo for 3.85bn (£2.78bn). ![]() 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. Rockstar energy drink - Original with the unique taste of energy drinks containing 250ml excellent energy potion Created for those who lead an active lifestyle. 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. Meanwhile, PepsiCo has reimagined the look of Rockstar to usher in a new era of ownership for the energy drink brand founded in 2001. 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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