Small pick-me-up with a big energy kick: Rockstar Energy launches smaller cans on the market

From January 2022, Rockstar Energy will be bringing out the smaller guns: The energy brand will start selling 250 ml cans in Germany with four varieties, thus expanding its target group segment. Whether in the afternoon slump during working hours, while studying for exams, on the road or during long car journeys, Rockstar Energy now also offers the longed-for energy kick in a smaller format. The launch will be accompanied by a comprehensive 360-degree campaign at the POS, in digital and social media, via influencers, out of home, an augmented reality case as well as extensive sampling activities.

Energy drinks are experiencing a big push at this time and are more popular than ever. Rockstar Energy always keeps an eye on the market and reacts to current trends with top ingredients such as hemp seed extract. Here, however, there are not only innovations in the taste range, but also in the format. Current figures prove: a smaller can format is "in" and is the growth driver within the energy category. So far, all Rockstar Energy varieties can be found on the shelf in the familiar 500 ml format - from January 2022, Rockstar Energy will expand its segment and offer four varieties in the 250 ml format.

The most popular flavours Rockstar Tropical Guava, Rockstar XDurance Blueberry Pomegranate Açaí and Rockstar Original will be launched - the latter also as a sugar-free variant. The RRP of the four flavours in the new format is €0.99.

The launch of the small can will be accompanied by a comprehensive 360-degree campaign under the new umbrella of the "Fuel Every You" brand, which will be further charged in the following months. In this context, there will be a wide-ranging campaign in digital and social media and the involvement of influencers will also create a stir. In addition, rock star lovers will be able to experience the brand even closer by means of augmented reality and look forward to exciting prizes. Furthermore, the small can will also catch the eye of many via out-of-home posters. In line with the uses of the small format, one million consumers will be able to enjoy a free can of Rockstar Energy as part of a nationwide sampling campaign. At the POS, eye-catching displays ensure the necessary attention and in addition, a "free takeaway" couponing campaign offers the opportunity to try the new products for free.