Rockstar undergoes range relaunch

Rockstar has undergone a relaunch in an effort to make the brand more accessible to a wider audience.

The activity will be supported with digital, in-store and out of home activations. Rockstar is also reformulating its Original flavour to include the additional benefit of Vitamin C.

The entire range will be available in a 500ml format, with Rockstar Original also being available in the take-home four-pack. The relaunch will be supported from 14 June via the brand’s new international platform ‘Life is your stage’ – which will include a digital campaign, in-store, out-of-home, and digital points of sale.

Phil Sanders, out-of-home commercial director at Britvic, said: “The impactful new look includes our price-marked-pack cans, which are essential for convenience retailers as they allow stores to offer value to their customers. We have also seen more people doing their main shop at their local convenience store, so the take-home four-pack offer will allow shoppers to purchase Rockstar for drinking later too.”