Rockstar was a brand built on partnerships and grassroots efforts. It was hugely audience driven and quickly gained a niche cult following. In recent years, the star has begun to fade with national awareness of the brand very low. And while the energy-drink category is growing, Rockstar wasn’t growing with it. Rockstar also struggling with its own distinction, identify, and future direction; this gave the brand an opportunity for a new approach with a fresh perspective.

With the launch of ‘What’s Next’ Rockstar has cemented it’s most successful marketing campaign in the brands history. The launch of the campaign has garnered over 1.7 Billion PR Impressions. This is only the beginning as Rockstar and Angus Cloud continue to fuel What’s Next for the brand.