Joaquin Nava Designs Kick Off Rockstar Energy Campaign
As millions of people prepare to celebrate Día de los Muertos in early November, creating ofrendas (altars) and planning memorial feasts, Rockstar Energy Drink launches “Proud Hasta Los Huesos” (Proud to the Bones), a national campaign that invites consumers to participate in the Mexican holiday. To kick-off the campaign, conceived by the PepsiCo team, Rockstar Energy has released a limited-edition collection of Día de los Muertos-themed cans designed by Mexican artist and illustrator Joaquín Nava.
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The limited edition can collection is inspired by iconic images of La Catrina, a central symbol of the holiday, and includes Rockstar Pure Zero, Brisk, Crush and Manzanita Sol beverages. Each features artistic nods to Mexican culture and community. Design elements include La Catrina in the signature colors of each beverage surrounded by customary ofrendas, the alebrije icons (spiritual guides), the Xolo dog, the feathered serpent, and other distinct decorative cues like marigold flowers and papel picado (paper banners).
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Joaquín Nava’s artistic interpretation is described as imparting a profound message: live life with unapologetic enjoyment while embracing the legacy of those who came before you. The artist says: “Collaborating with Rockstar Energy to infuse my passion into these can designs has been an extraordinary journey – it underscores the universal language of art and culture, serving as a reminder that when creativity and tradition intersect, the result can be truly exceptional. This partnership not only pays homage to our heritage but also amplifies it…” Adds Esperanza Teasdale, Vice President & General Manager, Hispanic Business Unit, PepsiCo Beverages North America: “Rockstar Energy’s Proud Hasta Los Huesos campaign was created to honor our heritage while giving a platform for Hispanic artists to shine and share their talents with the world. Through this new, limited-edition Día de los Muertos can collection, we honor our roots, while infusing culture and creativity into every sip.”
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Rockstar is encouraging consumers not only incorporate the limited-edition cans as part of their personalized ofrendas, but also as a way to continue supporting a new generation Latino creators. Consumers are also invited to follow @RockstarEnergy on Instagram for a chance to get a limited-edition ceremonial box with items to incorporate into at-home altars. The Rockstar Pure Zero cans are available for purchase nationwide; Brisk and Manzanita Sol in the West and Central US; and Crush cans in select markets such as Los Angeles, Phoenix, Houston, Dallas and Chicago.
