Rockstar Pink, which contains only 10 calories, is set to drive incremental sales in the category.
“Many females are put off by the high sugar content of 500ml cans,” says Adrian Troy, Head of Marketing for A.G. Barr. “Sugar-free Rockstar Pink, presented in a sleek 355ml can, is the perfect choice for active women looking for an incredible energy boost without the associated calories.”
The low calorie energy drink category presents a huge profit opportunity, currently representing only 4 per cent* of the fast-growing, £699m energy market.**
“We are bucking the trend by addressing women’s specific energy drink requirements,” says Troy. “As well as boasting energy-boosting properties, Rockstar Pink is refreshing and delicious, meaning consumers will choose it for its taste as well as its functionality. It is suited to a long list of usage occasions, ranging from a pre or post-workout boost to a girls’ night in or out.”
A.G. Barr conducted extensive consumer research prior to the launch of Rockstar Pink, during which the drink performed extremely well. In a four-way taste test involving women aged 17 – 24, Rockstar Pink was preferred to the brand leader 2:1.***
Rockstar Pink, presented in a distinctive hot pink can, is available in the unique flavour of Perfectberry, a blend of Raspberry, Blueberry and Strawberry. It contains an energy-boosting blend of caffeine, B-Vitamins and Ginseng.
Rockstar Pink will be backed by extensive marketing support, including sponsorship of leading female extreme sports stars and sampling at key female events throughout the year.
The launch will add to Rockstar’s already broad portfolio of variants, which includes Rockstar Recovery, the UK’s first non-carbonated energy drink. Since launching in the UK in 2007 the Rockstar brand has gone from strength to strength. Valued at £12.5m, it is now growing at +49 percent*****.
* Nielsen Total Take Home MAT 29.1.11
** Nielsen Scantrack – MAT 19.3.11
*** Research conducted by Cambridge Research March 2011 – Sample size 73.
**** Research conducted by Cambridge Research March 2011 – Sample size 77.
***** Nielsen Scantrack – Total Coverage Value Sales MAT 19/03/11
Rockstar Energy Drink