PepsiCo Rockstar
This project is part of my senior advertising capstone class. We were given Rockstar (brand of PepsiCo) as a client and were tasked with researching their new product, Rockstar Unplugged. This is still a current project of mine so there are many more pieces to add. However, my group and I have mostly completed the Creative Brief in which we show the research that we have done, along with a taste test that we conducted ourselves.
Creative Brief
This is the current status of our creative brief written for PepsiCo. It details the brand, the market, as well as numerous other findings including our taste test.
Brand Positioning Statement
Rockstar Unplugged is designed to fill the whitespace in mood management, helping energy drinkers revive their mind and body to elevate mood.
Alternate 1
Consumers prefer the taste of Rockstar Unplugged over other leading brands.
Alternate 2
Rockstar Unplugged’s new recipe makes it healthier than other leading brands.
Alternate 3
Rockstar Unplugged’s colorful packaging and appearance makes it more appealing to customers and contributes to its overall liking.