Sometimes rocks stars play an acoustic set. Case in point: the ‘90s rock series “MTV Unplugged.” Now Rockstar, purveyor of high-energy drinks, is following suit with Rockstar Unplugged, its new line of hemp seed oil and B vitamin infused energy drinks.
Rockstar Unplugged is in fact a collaboration between PepsiCo, owner of Rockstar Energy Drinks, and MTV, creator of “Unplugged.”
As part of the launch campaign, MTV will spotlight the drink in a new 3-part series of MTV Unplugged. The concert series will kick off in Los Angeles, then travel to two as-yet-undisclosed locations in 2022.
Jason White, chief marketing officer of MTV Entertainment Group, said the partnership fit with MTV’s longstanding focus on teens and young adults.
“MTV's legacy is grounded in speaking to young people with content and experiences that matter to them,” White said in a press release. “This partnership with Rockstar Unplugged enables us to extend the iconic MTV Unplugged franchise to a new generation of music fans as a reimagined concert series that can drive entertainment forward.”
Although hemp seeds have no CBD or THC in them, they’re legal across the U.S., allowing the brand to capitalize on demand for hemp without the logistical and legal efforts involved in selling a drink with cannabinoids in it.
Fabiola Torres, PepsiCo general manager and chief marketing officer for their energy drinks, said the line was inspired by feedback from people who wanted not just a lift in energy, but a lift in mood.
“Ninety-one percent of our consumers told us they wanted a beverage that lifts their mood,” Torres said. “Rockstar Unplugged delivers the ingredients consumers have been asking for, creating an opportunity for us to transform the category and introduce new consumers to our energy portfolio.”
In that regard, the use of hemp seed oil appears to be a bit of a compromise for PepsiCo. It's currently illegal to sell CBD-infused foods and beverages across state lines. And even if they could, the ever-changing, state-to-state patchwork of cannabinoid laws would make mass retail a logistical nightmare. As part of the Consumer Brands Association, PepsiCo and other big names have openly asked the federal government to start regulating CBD — presumably so that they can start selling it.
Although hemp seeds have no CBD or THC in them, they’re legal across the U.S., allowing the brand to capitalize on demand for hemp without the logistical and legal efforts involved in selling a drink with cannabinoids in it.
As the rootsier, acoustic side of the rock star, Rockstar Unplugged has about half the caffeine of the original formula, turning its focus to nourishing, “high vibe” ingredients like hemp seed oil and B vitamins. The drink is sugar free and calorie free. In terms of flavor, fruit gets top billing — choose between blueberry, passionfruit, and raspberry cucumber — with herbal hints of spearmint and lemon balm.
As part of the launch, fans can enter for a chance to win a trip to one of the Rockstar Unplugged concerts at turnupyourmood.com.