Marketing Currents - Business and Marketing Current Events

Rockstar’s new rebrand is delightfully anti-energy drink


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.

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Discussion Questions:

  1. What is an acquisition?
  2. Why would Pepsi acquire Rockstar?
  3. Why do you think Rockstar has been struggling?
  4. How might a crowded marketplace with a variety of competitors contribute to Rockstar’s struggles?
  5. What is a rebrand?
  6. What does packaging and labeling have to do with rebranding?
  7. When you think of energy drinks, what does the packaging typically look like?
  8. Why do you think Rockstar is rebranding?
  9. Based on what you learned from this news story, describe Rockstar’s rebranded look.
  10. According to this story, why is Rockstar pushing its lower-sugar product?
  11. Who are they targeting with the lower-sugar product?
  12. Why might they be targeting that demographic?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.