Turn Rockstar into a challenger brand.
Rockstar is a distant #3 in the Energy Drink category, sitting behind Redbull and Monster. In this category everything looks the same-- from packaging to marketing. We found that we needed to change Rockstar's look to reflect the values of those who actually drink Rockstar to make it a more of a challenger brand.
We dived into secondary research to look at consumption habits and purchase drivers, as well as, conducting primary research to get an idea of the general outlook that energy drinkers have about life. On top of our secondary research, we conducted primary research in the form of a survey.
We found that those that consume energy drinks are:
People drink energy drinks as part of their morning routine to help them feel better about their day.
An Early Riser (not by choice), who is working (or overworking), feeling owned by their day, feeling unappreciated, and want more time and energy for the day.