Those challenges were clear when PepsiCo bought the brand.
At the time of the sale, Rockstar s share of the energy-drink market stood at about 8%, down from 18% in 2006, according to analysts at Jefferies. Rivals Monster Energy and Bang, which walked away from a distribution agreement with Pepsi last year, gained the most market share during that period, the analysts wrote. The entire energy drink industry is worth over $14 billion, according to Mintel.
Rockstar s new campaign focuses on what Torres calls the hustle mentality, a theme that she said applies to consumers pursuing a passion as well as people going through hard times.