Rockstar Unplugged also developed personalized Spotify playlists, and held a sweepstakes for an MTV Unplugged experience. This included a three-part music festival across the United States, starting in Los Angeles. Partnering with one of the leaders in music entertainment, MTV helped market the new drink with MTV Unplugged. Each of the slim, white Rockstar Unplugged cans features colorful swirls that are meant to represent “aura,” “music,” and “energy.” Rockstar Unplugged was marketed through a campaign titled “Turn Up Your Mood.” They wanted mood and music to be communicated throughout all elements of their launch campaign, including bottle design. As a plant-based product, consuming hemp seed oil is more akin to drinking herbal tea.) “Turn Up Your Mood” (Note that hemp seed oil is not psychoactive. Using hemp seed oil allows PepsiCo to create a cannabis-adjacent product while side-stepping any regulatory issues. CBD is used in EPIDIOLEX, an anti-seizure medication, and is therefore regulated by the FDA as a drug. Many small companies have sold CBD-infused products without FDA interference, but the FDA technically does not permit CBD within consumer food or beverages. PepsiCo’s decision may be due to CBD’s awkward existence in legal purgatory. Many smaller food and beverage companies have released products containing CBD, but PepsiCo has stuck with hemp seed oil instead. The Unplugged line leans into recent consumer enthusiasm for cannabis products, especially cannabidiol (CBD)-infused foods and beverages. Enthusiasm for cannabis-adjacent products soars Want to read more about food and beverage trends? Check out our Food & Beverage: An Industry Snapshot report for insights and brand rankings. If women, a newly-targeted consumer demographic, are brought into the market, this could greatly expand even more in 2022 and the years ahead. In 2021, energy drink sales grew by 12.6% to reach $14 billion. Rockstar’s product expansion is a smart move given the recent boom in the energy drink industry. Over 90% of Rockstar drinkers told PepsiCo that they want a beverage that can lift their mood, not just their energy levels. PepsiCo made this functional change in response to customer feedback. Rockstar’s Unplugged line markets to consumers who want to increase “ good vibes“ rather than feel an adrenaline rush. Now Rockstar is striving to capture the other half of American consumers: women. (It doesn’t take long to find an energy drink ad showcasing the extreme-sport world. Over the years, the energy drink market has primarily targeted male consumers. Each bottle is infused with hemp seed oil, lemon balm, spearmint, and B vitamins. The beverage is available in three flavors (Blueberry, Passionfruit, and Raspberry Cucumber) with 0 grams of sugar, 0 calories, and 80 grams of caffeine (half the caffeine of most Rockstar drinks). Rockstar Unplugged’s flavor and nutritional profile was designed to appeal to female consumers. Now that we’ve explored Rockstar Pure Zero and its flavors, let’s take a look at how it matches up with other zero-sugar or low-sugar energy drinks on the market and how much caffeine they contain per serving.In February 2022, PepsiCo’s Rockstar Energy brand launched a new line of drinks under the name Rockstar Unplugged. While it has no sugar, it still contains 240 mg of caffeine per can, as well as B-vitamins, guarana, and taurine.Īll of the flavors of Rockstar Pure Zero contain zero sugar and 240 mg of caffeine per 16 fl oz. Rockstar Pure Zero is the brand’s take on a zero-sugar version of its original beverage.
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