PepsiCo launched a major new international marketing campaign for Rockstar, the energy drink it acquired in 2020 for $3.85 billion, and is looking to target a broader range of consumers beyond gamers and adrenaline-seeking sports lovers.
https://www.adweek.com/brand-marketing/pepsico-targets-bedroom-rappers-delivery-drivers-office-workers-with-rockstar-ads/