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Ag Barr

Rockstar Energy rolls out female targeted pink variant

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By The Drum Team, Editorial

May 30, 2011 | 2 min read

Rockstar Energy Drink is to launch a new variant targeted specifically at women.

The AG Barr owned brand has created Rockstar Pink, containing only 10 calories, in order to drive incremental sales in the category.

Adrian Troy, head of marketing for AG Barr, explained: “Many females are put off by the high sugar content of 500ml cans. 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.”

He continued: “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.”

The new drink will be sold in a hot pink can and will has the taste of Perfectberry – a blend of Raspberry, Blueberry and Strawberry.

Marketing of the product will include sponsorship of female extreme sports stars.

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