Rockstar the 5 million can brand in the UK…. and counting....
Date Posted: 22 May 08
Posted By: Paul Caffell
Keywords: None
ROCKSTAR the 5 million can brand in the UK…. and counting……
Rockstar has sold a massive 5 million cans to date since its UK launch in November 2007. These impressive sales have been achieved with only impulse distribution so far, but with major multiple listings now coming on stream for the summer Rockstar sales are set to rise still further. This momentum will be continued in 2008 with a targeted sampling campaign at over 1000 events around the country together with the brands continued involvement in music, motor sport and boxing.
In early 2008 "The Rockstar Energy Drink Crusty Demons of Dirt tour’ was launched in the UK which featured top world ranked riders in Free Style Motor Cross. Rockstar has also recently been involved in the U.K's flourishing drift car scene as well as sponsorships in U.K boxing. Rockstar sponsored the Calzaghe vs. Hopkins fight on April 19th and is also supporting the Ricky Hatton fight in Manchester on Saturday 24th May. The Rockstar Taste of Chaos Tour is also in the UK for its 3rd year and will feature heavy rock bands, which will play at venues in major cities across the country.
Rockstar has launched a key influencer program for 2008 targeting over 100 events per month focused on bringing the brand to the coolest people at the trendiest places.
Zach Lambakis Executive Vice President - Global Business Development said: 'Targeting 'heavy users' and sampling the brand, is a key element of our plans in 2008 to ensure that Rockstar effectively delivers its best asset, superior taste and functional benefit while providing a strong brand connection with its consumers. As the "founders of the 'Double Energy' proposition' we will ignite the category by delivering new energy drink users as we have done in every market. Rockstar has already been spotted at over 500 targeted music and sporting events across the UK with an overwhelming response. See photos on Rockstarenergy.co.uk.’
Rockstar Energy Drink is a lifestyle brand targeted at those consumers in need of energy 24/7. It is marketed as: ‘Double Size: Double Kick. Designed for those who lead active and exhausting lifestyles’. Three big 500ml can variants from the US Rockstar Energy Drinks range have been launched in the UK: Original, Sugar Free & Juiced – a Mango, Orange & Passionfruit flavour made with 50% fruit juice.
Rockstar has appointed its own Market Managers in key city centres whose role it is to focus on driving brand awareness, activating its extensive sponsorship program and arranging sampling initiatives.
The Market Managers will be a key link in establishing the brands credentials with its core consumers.
Rockstar's summer initiatives will be aggressive focusing on its core marketing initiatives in music, presence at various festivals, tours, and involvement in the athletes program which will focus on local British talent.
Rockstar has also been aggressively growing it's European distribution which will see the brand launch in Germany in the spring of 2008 as well as in 10 other European countries before the end of the year.
Notes to Editors.
Barr Soft Drinks, the makers of Irn-Bru, signed an exclusive five year partnership agreement with Rockstar Inc Energy Drinks from North America in 2007, to sell its double sized energy drink brands across the UK.
Rockstar founded the ‘double energy: double kick’ big 500ml can size when the brand was launched in 2001. It has now sold over one billion cans so far becoming one of the top three best selling energy drinks brands in North America.
Adrian Troy, head of marketing for Barr Soft Drinks believes the UK energy drinks market still has a huge potential for growth, he says: “In the past five years the energy drinks market has doubled in the UK but there is still huge opportunity. “Penetration of energy drinks in the UK is only 20% whereas it’s as high as 50% in some other countries. This growth has largely been driven by bigger cans, giving more value for money to consumers, which is what Rockstar offers. Sampling the brand here will be a key element of our launch plans because Rockstar is one of the best tasting energy drinks brands that the market has ever seen.”
(Source: *) ACNielsen Total Energy Drinks (exc Lucozade) MAT 08.09.07.
Barr Soft Drinks says it will still continue to produce and invest in its own energy drink Irn-Bru 32 which Troy confirms can sit happily along side Rockstar, in their emerging energy drinks portfolio, he continued: “Irn-Bru 32. is the *2nd biggest selling energy drink in Scotland. It offers a different taste and experience than Rockstar, and together they offer consumers more choice in the market.”
Rockstar have promoted Frank Guernsey to Vice President Marketing International. Frank has been instrumental in developing and activating the U.S strategy but will now be focused on the international business with an emphasis on Europe. Franks previous role was Director of Marketing reporting into U.S EVP Marketing Jason May. Frank was responsible for identifying and securing sponsorship in music, action sports, overseeing Rockstar's world class athlete program and developing the strategy for the very successful North American student ambassador program which placed Rockstar reps in all major U.S and Canadian universities. With his focus now on Europe with the emphasises on the U.K, Frank will work with, Zac Lambakis Rockstars senior manager in the UK and AG. BARR to ensure the brand drives consumer uptake, market sales and distribution growth in 2008.
For further information please contact:
Mark Jephcott PR Manager A.G.Barr p.l.c. markjephcott@agbarr.co.uk
call: 01204 664200.
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