Rockstar Energy adopts Ardagh Group’s beverage end technologies

Energy drink brand Rockstar Energy is using several of Ardagh Group’s beverage end features in a new range of promotional cans.

As sponsors of summer rock music festival Rock am Ring, Rockstar is running a festival-branded ‘every beverage can wins’ promotion across its range of flavoured energy drinks. Seeking to maximise customer appeal at point of sale, the company has chosen to combine Ardagh’s Coloured Shell, Coloured Tab and Coded Tab technologies.

The 500ml aluminium cans come in three bold designs, incorporating Rock am Ring artwork with Rockstar’s branding. One of the designs is further enhanced by Ardagh’s Matte Impact finish.

At the beverage end, Ardagh’s coloured design options are employed to dramatic effect. Brightly coloured tabs set against a black shell not only draw attention, but are also the key to Rockstar’s promotion, using Ardagh’s Coded Tab technology.

A unique alphanumeric code is printed on the underside of every tab and is only revealed on opening the can, meaning that qualifying for a prize requires promotion participants to buy the product. As a result, sales are increased.

As every can wins a prize – from pairs of sought-after Rock am Ring, Lollapalooza and Southside Festival tickets, to Rockstar merchandise and 2-for-1 leisure vouchers – the experience of buying and opening the product becomes associated with winning.

Rockstar Energy brand manager Nicole Matthias said: “We’re excited to be using Ardagh’s special technology to drive sales of our Rock am Ring promotional cans. The design aesthetics reinforce Rockstar’s powerful contemporary branding and give us an irresistible product at point of sale, while the ‘open-to-reveal’ prize-coded tabs bring a whole extra element of surprise and reward to the Rockstar Energy experience.”

Dirk Schwung, sales director of Ardagh Group’s European Metal Beverage division, said: “We are very pleased that Rockstar Energy is employing our custom packaging options to fantastic effect in their Rock am Ring promotion. Our visually attractive and interactive beverage end technologies will maximise customer engagement with the Rockstar Energy brand as they give away brilliant prizes, helping to drive strong cold beverage sales in the fast-approaching summer festival season.”

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