Rockstar Energy Drink Debuts its First-Ever Hispanic Equity Campaign

Rockstar Energy Drink  unveiled its new ad campaign, “Poder Para Mi Gente (Power for My People),” a platform designed to empower a new generation of hustlers who work hard to give back to their local communities. This first-ever Hispanic equity campaign for the brand spotlights young Hispanics inspired by their heritage and embodies Rockstar Energy’s hustle mentality.

“This is a huge moment for Rockstar Energy Drink, which has a long heritage of creating beverages that Hispanics love. With this campaign, we applaud those who work tirelessly for their success and give back to their communities to help them succeed,” said Fabiola Torres, PepsiCo General Manager and Chief Marketing Officer of the Energy Category. “This is only the beginning for the brand as we continue to explore innovative ways to expand the energy category and support local communities.”

“Poder Para Mi Gente,” directed by Rocio Crudo, features Victor Fontanez, professionally known as Vic Blends, who rose to popularity by cutting hair in exchange for good conversation. A hustler himself, Vic Blends took his passion for cutting hair in his mother’s garage to become one of the industry’s most renowned barbers. Vic now uses his platform to give back to his community through his philanthropic efforts, including Vic Blends Academy, an online curriculum educating on barbering techniques and tips for succeeding in the industry.

“My parents taught me at a very early age how important hard work is if you are going to turn your dreams into a reality,” Vic Blends says. “I’m continually inspired by my Latino community and want to celebrate their success stories and journeys, so I partnered with Rockstar Energy. I hope this campaign reminds the community that anything can be achieved when we uplift and work together.”

Alma, Rockstar Energy’s Hispanic creative agency, was inspired to take a documentary-style approach to the campaign.

Alongside the new campaign, Rockstar Energy is launching the new Rockstar Punched Aguas Frescas, an energetic take on a mercado classic. The latest addition is available in two bold, fruit-forward flavors inspired by the freshness found in aguas frescas – combining Hispanic tradition with Rockstar Energy innovation.