Energy Drink Brand Adrenaline Rush Has Music in Mind for Limited Edition Cans

PepsiCo’s premium energy drink brand, Adrenaline Rush has worked with ROCKNROLLA in the development and launch of a limited edition of cans designed based on the beat of different music rhythms. 

Leader in sales and market share in Central America, the brand which has been growing two digits in the past years (even during the pandemic) needed to renew its image. “We came from growing in the music scene, but more related to the underground and events. The brand needed a refresh, so we decided to associate its relationship with music in a massive way, with an impactful new idea, to gain visibility,” explains Julio Corado, regional brand manager for PepsiCO’s energizers.

For 'Designed With Music', the brand and ROCKNROLLA have developed an algorithm capable of analysing and recognising the beats of different music rhythms (Dance, Rock, Techno y Hip-Hop) to create the design for each can of Adrenaline.

“Work with ROCKNROLLA always helps us to push our intentions to unexpected places. The idea was simple. To combine design and technology to create something unique: a technology that allows music to be the one creating Adrenalines packaging design. However, the process wasn’t easy. It took almost a year and until the last minute we needed to generate upgrades to make the best experience possible,” says Julio Corado.

Besides the design, the experience is completed when users scan the QR code on their cans and enter a web app where they can listen to the song that was used to create that specific design. People can also have access to the algorithm and use it to create their own designs with their favorite song. The technology responds to the different beats and changes shapes in real time, allowing people to stop it when they find the perfect look.

“Users can use augmented reality to scan the can and create their own designs. Before its launch, the complete journey has been really successful with around 20 % of consumers entering the website. This shows that consumers consider it an attractive experience”, tells Julio Corado, who underlines that brands such as Adrenaline RUSH have the duty to take risks and offer unique and innovative experiences. “We’ve worked with ROCKNROLLA in the brand relaunch 8 years ago and since then we’ve been pushing the limits a little further every year.”