Rockstar Energy drink (founded in 1998) went to battle head-to-head with the energy drink leader at the time, Red Bull. It’s main marketing push was that the can (16oz instead of 8oz like Red Bull) was that you get twice the drink for the same price. The campaign proved to be successful and Rockstar quickly became one of the three biggest energy drinks in North America.
To appeal to a younger crowd, the company often hosts popular extreme sporting events and concerts. Perhaps the most popular one put on by Rockstar is the Mayhem Festival which is a metal and rock tour that travels through the USA in July and August. More