Rockstar conducts social media campaign
By Derek Winkler
PepsiCo Beverages Canada has begun a new campaign for its Rockstar Energy Drink product line called “Grit Behind the Glory.” Developed by BBDO, the initiative features musicians Preston Pablo and Akintoye describing the work they have done to achieve success. The campaign consists of social media content on Spotify, Twitch, Reddit, Instagram, TikTok and YouTube. Media work is being done by OMD. Public and influencer relations are being handled by Praxis. In-store materials are being handled by MarkIV.
“We are thrilled to be launching this campaign with Preston Pablo and Akintoye, two extraordinary talents,” said Reid Black, senior director of marketing for the brand. “Their artistry and determination inspired us all. They are the perfect examples of the ‘Grit Behind the Glory.’ We think this campaign’s exclusive and original content will resonate with our audience in an authentic way.”