Rockstar Energy

Long nights studying often require an extra energy boost, and consequently, Penn State students can find a wide variety of energy drinks on all sides of campus, from the Hub, to the convenience stores, to the cafés. 

On the refrigerated shelves, these places sell rows and rows of Rockstar Energy Drink, which labels itself as the world's most powerful energy drink.  The Rockstar company markets to a specific personality.  The life of a Rockstar drinker is intense, bold, wild, and exciting. 

Rockstar carefully designs its can to promote this kind of image.  First, the words "Double Strength, Double Size" are printed in big bold letters, which emphasizes that the drink comes packed with power and gives the drinker an intense experience.  Second, the color choices for the font are carefully contrasted to the black or white background.  The words pop out and easily catch one's attention.  The boldness of the font then reflects the boldness in a Rockstar drinker's attitude.  Finally, the name of the brand itself helps it to express its personality.  People associate a rockstar as someone full of life and energy.  A rockstar has confidence and strength.  His life is full of parties and excitement.  Because the image of a rockstar is so well known in people's minds, people will easily think of excitement, boldness, and intensity whenever they buy Rockstar!