Rockstar needs a little energy.
Pepsico, which acquired the energy drink for $3.85 billion in 2020, is hoping refreshed branding will help the sluggish brand gain market share—and in a competitive and increasingly crowded energy drink aisle it needs all the help it can get.
Click here to read the story at fastcompany.com.
Discussion Questions:
- What is an acquisition?
- Why would Pepsi acquire Rockstar?
- Why do you think Rockstar has been struggling?
- How might a crowded marketplace with a variety of competitors contribute to Rockstar’s struggles?
- What is a rebrand?
- What does packaging and labeling have to do with rebranding?
- When you think of energy drinks, what does the packaging typically look like?
- Why do you think Rockstar is rebranding?
- Based on what you learned from this news story, describe Rockstar’s rebranded look.
- According to this story, why is Rockstar pushing its lower-sugar product?
- Who are they targeting with the lower-sugar product?
- Why might they be targeting that demographic?