ROCKSTAR Energy Drink Brand Guidelines

Know the Brand: Company History Entrepreneurial success story of a brand created by Russell Weiner. He risked everything in 2001 by taking out a $50,000 mortgage on his condo to take on Red Bull the number one energy drink in the country. He would combat Red Bull by creating a larger sized can, a drink that tasted better and a product purchased at a lower price. Introduced originally at liquour stores in northern CA. Never has used national advertising and sits as the 3rd largest global energy drink.

Brand Distinction: The Flagship Product Large can (more for your money) 16oz. Sturdy black can with yellow and red writing Primarily known by offset gold star with front and backwards “R” Letter “A” in the name brand always replaced with a star

Product and Brand: Available in 30 countries in about 20 flavors. Main ingredients are taurine, caffeine, ginseng and milk thistle.

Product and Brand: Brand Promise supply sustained energy to both males and females who live active lifestyles day and night. Consumers like the brand offering because of its taste, its appearance and the lifestyle that it is promoting. Blanket branding allows for all products offered to retain certain characteristics and styles that reinforce the desired image.

Rockstar Brand Voice: Company tone is inspirational, empowering and stronger than other brands in the industry. In this category of beverage how the consumer perceives themselves while drinking it is far more important than any other elements.

Rockstar Brand Voice: Action Sports (X-Games) Music Events (Mayhem and Uproar Festivals) Heavy into entertainment Brand takes an empowering tone promising to help achieve Rockstar Lifestyle

Rockstar Brand Content: Loud Bold Flashy Stands Out Presented as a lifestyle choice. Appealing and speaking to young adults to middle age adults.

Rockstar Brand Equity: Catering to people with busy lives: Social Media content will be short and frequent.

Rockstar Brand Equity: Equity in Can Design and “Star” logo. Identifiable slogans such as “Make Life Sweeter” and “Party Like a Rockstar”

Product information will be quick and clear

Brand Imagery: Typography- Large and Bold with headlines. Gold evokes thoughts of medals or royalty. Black Negative Space allowing for the printed information to come across intensely.

Brand Imagery: Sex does in fact sell. Brand uses images of attractive girls dressed in branded attire. Reinforces masculine, royal lifestyle that brand lifestyle would desire.

Brand Imagery: Rockstar is a very simple easily spoken word. Packs memorable and strong images. The aura put out by brand is very desirable.

Brand Imagery: Rockstar satisfies all 4 types of product rewards: Rational, Sensory, Social and Ego. The style guidelines support this with a streamlined image backed up with solid content.