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Rockstar Energy Drink Debuts First Hispanic Equity Campaign


Purchase, New York-based Rockstar Energy Drink has unveiled its ad campaign, “Poder Para Mi Gente (Power for My People),” its first Hispanic equity effort spotlighting young Hispanics inspired by their heritage.

“This is a huge moment for Rockstar Energy Drink, which has a long heritage of creating beverages that Hispanics love. With this campaign, we applaud those who work tirelessly for their success and give back to their communities to help them succeed,” said Fabiola Torres, PepsiCo general manager and CMO of the energy category. “This is only the beginning for the brand as we continue to explore innovative ways to expand the energy category and support local communities.”

“Poder Para Mi Gente,” directed by Rocio Crudo, features Victor Fontanez, professionally known as Vic Blends, who rose to popularity by cutting hair in exchange for good conversation. Blends took his passion for cutting hair in his mother’s garage to become one of the industry’s most renowned barbers. Blends uses his platform to give back to his community through his philanthropic efforts, including Vic Blends Academy, an online curriculum educating on barbering techniques and tips for succeeding in the industry.

“My parents taught me at a very early age how important hard work is if you are going to turn your dreams into a reality,” Blends said. “I’m continually inspired by my Latino community and want to celebrate their success stories and journeys, so I partnered with Rockstar Energy. I hope this campaign reminds the community that anything can be achieved when we uplift and work together.”

Alongside the new campaign, Rockstar Energy is launching Rockstar Punched Aguas Frescas, a take on a mercado classic. The latest addition is available in two fruit-forward flavors inspired by the freshness found in aguas frescas.

Rockstar Punched Aguas Frescas offers 160mg of caffeine, no artificial sweeteners and real fruit juice. Available in strawberry and pineapple flavors, the can design was influenced by the traditional hand-painted signs found at taquerias and food trucks. The limited-time offering can be found at select retailers and online.

To view the 30-second spot, visit youtu.be/ghuGgFXUlpk.

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Featured Photo PLMA Annual Private Label Trade Show
Donald E. Stephens Convention Center
Chicago, Illinois
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