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Relaunching Rockstar Energy Drink In the Irish Market
A TRULY GLOBAL BRAND
LAS VEGAS 2001
#3 ENERGY BRAND GLOBALLY
IRISH MARKET 2007
BRITVIC/PEPSI 2020
RESILIENCE IN THE FACE OF CHALLANGE
‘BIG CAN’ ENERGY IS THE NO.1 PACK FORMAT
65%
33%
Stimulants
Under 330ml
Over 330ml
Stimulant Pack Size – Value % Share
MAT – Total Scantrack
Source: Nielsen, Total Scantrack, Stimulant Energy, MAT data to 18.07.21
OUTSTRIPPING “SMALL CAN” GROWTH
F&D BECOMEREINVENT / INVEST
Re-invigorate
the brand
Grow our
scale &
share of the market
The
undisputed
‘BIG CAN’ challenger
Unmissable
feature &
display
GROW
THROUGH THE LINE CAMPAIGN
Targeted Messaging
OOH
Social
Instore
& Sampling
Digital Content
Brand Refresh
BRAND REFRESH DISTINCTIVE BRAND ASSETS
DIGITAL OUT OF HOME
TARGETED MESSAGING
@ POINT OF PURCHASE
IN-STORE EXECUTION
FORECOURTSTouch Points before Reaching the Main Chiller:Petrol Pumps, Entry Ways, Foyer, Q Zone, Free Standing Coolers
IN-STORE EXECUTION
CONVENIENCEHigh Footfall Locations:Entrance, Deli, Q Zone
IN-STORE EXECUTION
MULTSEasy Reach Displays Placed in Key Areas of the StoreSupporting on Tills
IN-STORE EXECUTION
WHOLESALE Stock Hold Units: Full cases
IN-STORE EXECUTION RESULTS
NATIONWIDE BLITZ
Display Target: 450
Vs.
Actual: 513
+14% Incremental Display
WHATS NEXT?
TOP TIPCOMPEL CONSUMERS
ON THEIR PATH TO PURCHASE
THANK YOU!