Rockstar Energy is a brand that is geared towards a younger audience with connections to sports, rock music, and racing. The goal of this new campaign is to draw a more serious approach to this market and target generation x consumers. This was done by contrasting the idea of responsibilities with emergency vehicles and airplanes.  This allows the viewer to make the connection of how Rockstar Energy is an important tool in a very energy demanding world. It also represents more maturity around the brand image that has been mired by people abusing the use of energy drinks in party scenes. “Great responsibilities demand more energy” is a call to generation x while a caution for people who already recognize the existing brand. 

Please note, any existing businesses used or google images obtained (although modified) are strictly for educational purposes. No financial gains were made from these materials.