As many people prepare to celebrate Día de los Muertos by creating altars, ofrendas and parties in honor of their loved ones, Rockstar Energy Drink has launched the “Proud Hasta Los Huesos” (Proud to the Bones) campaign. This initiative invites consumers to join the popular Mexican holiday celebrated during the first two days of November. As part of the campaign launch, Rockstar Energy has introduced a limited edition of Day of the Dead themed cans designed by Mexican artist and illustrator Joaquin Nava.
The famous energy drink Rockstar has launched a series of limited edition cans inspired by the Day of the Dead, which include flavors such as Pure Zero, Brisk, Crush and Manzanita Sol. This collection is a celebration of the iconic Mexican festival and is available for a limited time. The beverage designs include La Catrina in the representative colors of each one, surrounded by the traditional ofrendas, the iconic alebrijes that are spirit guides, the Xolo dog, the feathered serpent and other characteristic decorative elements such as cempasúchil flowers.
Esperanza Teasdale, vice president and general manager of PepsiCo Beverages North America’s Hispanic Business Unit, emphasized that for Latinos it is very important to honor family and keep traditions alive, something that is reflected in their lifestyle and fills them with pride and passion. For this reason, the ‘Rockstar Energy Proud Hasta Los Huesos’ campaign was launched to celebrate Latino heritage and provide a platform for Hispanic artists to shine and share their talents with the world. “The Rockstar Energy Proud Hasta Los Huesos campaign was created to honor our heritage while providing a platform for Hispanic artists to shine and share their talents with the world. Through this new collection of limited edition Day of the Dead cans, we honor our roots, while infusing culture and creativity into every sip.“added the vice president and general manager of PepsiCo Beverages North America’s Hispanic Business Unit.
During the Day of the Dead celebrations, Rockstar encourages consumers to incorporate the limited edition cans into their ofrendas, as well as to continue supporting young Latino artists who use art as a form of cultural expression. In addition, they can follow the @RockstarEnergy account on Instagram for a chance to receive a Rockstar Pure Zero ceremonial box with items such as the limited edition cans, personalized papel picado, a skull-shaped candle and a temporary tattoo with elements of the catrina to use on their home altars.
Joaquín Nava’s signature artistic creation through the figure of La Catrina conveys an important lesson: enjoy every moment of life while honoring the legacy of those who came before. The uniquely designed can collection presents a modern and refreshing take on this Mexican tradition that has been revered for generations.
“Collaborating with the Rockstar Energy Drink brand to capture my passion in the designs of these cans has been an extraordinary journey, as they highlight the universal language of art and culture while serving as a reminder that when creativity and tradition intersect, the result can be truly exceptional,” said Joaquin Nava, Mexican artist and illustrator.
“This collaboration not only pays homage to our heritage, it also amplifies it, sharing the essence of Mexican culture with the world in every glimpse of these vibrant cans,” he said.
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The new limited collection of Rockstar Pure Zero energy drinks is now on sale in all stores nationwide. Fans of the Brisk and Manzanita Sol brands will be able to find these cans in the western and central regions of the United States. In addition, cans of Crush are also available in major markets such as Los Angeles, Phoenix, Houston, Dallas and Chicago.
