Comments on: Two reasons to rebrand

By: mlambie

mlambie — Fri, 05 Dec 2008 12:31:00 +0000

I first started drinking Rockstar in the US (that’s what, almost 3 years ago) when I was there on holiday. Why did I pick it up? Because they were (and still are) a major sponsor in the UFC. Quite literally, I saw that my favourite fighters were sponsored by a brand and I wanted to support that brand.

It was a text-book case of advertising and marketing working on the exact audience.

I’m really passionate about Rockstar too, when in reality it’s *only* an energy drink, but I’ll proclaim it’s virtues to anyone that will listen… and it seems Fitzy’s the same too.

By: fitzy

fitzy — Wed, 03 Dec 2008 12:56:39 +0000

@Mark W – I used to prefer V over Red Bull, but now it’s the other way around on those two. However I can’t abandon Rockstar in a time of need. Fortunately they seem to be stocked in more places now.

@Jack – Good point. However, places like Bunnings have managed to re-brand and market Australia wide very heavily and they pride themselves on the lowest prices. I don’t think you have to look cheap to be cheap, and I’d hope that people don’t think that way either. You never know though.

By: Jack

Jack — Wed, 03 Dec 2008 07:33:47 +0000

I would have thought that City Farmers should not be taking the brand upmarket. People go there because it is seen as being a cheap warehouse to buy things in bulk, rather like JB Hi-Fi. Imagine if JB Hi-Fi printed out their price labels on a printer, and had staff who actually knew what they were talking about and were well presented. Nobody would shop there because it would be seen as expensive.

Now I have the old City Farmers jingle in my head.

By: Mark W

Mark W — Wed, 03 Dec 2008 05:33:43 +0000

After seeing that the can says “Completely Reformulated” and “Tastes Nothing Like The Old One!”, I had to try the new Mother. The fact that they go to such lengths to bag out the original taste impressed me. Actually I feel kinda sorry for the original drink designers since I’m sure they aren’t popular at the moment.

As to the new Mother flavour; it isn’t rude to my tastebuds like the original but certainly isn’t memorable. I’d say that Rockstar has a nicer flavour but in my opinion, nothing beats the industrial chemical flavour of Redbull.