Celebrity Endorsement and Influencer Marketing
An Overview
The Revolution of Rockstar Energy
Energy drinks as an overall category have not changed much. They are associated with males and extreme action sports. As such, the category needed to expand, and Rockstar Energy, a subsidiary of PepsiCo, wanted to be part of that expansion. Rockstar decided to tap into the “hustle” culture. They defined it as “striving headstrong and voraciously toward a goal” and created the Hustle On campaign which launched during the pregame for the 2021 SuperBowl featuring Lil Baby, skateboarder Chris Joslin, and gaming icon and 100 Thieves founder Nadeshot. It also included real people who are hustling to their greatness. The entire effort celebrates the ...
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