Rockstar gears up for Xbox promo

Rockstar cans

Rockstar Energy Drink and Xbox have unveiled plans for a new on-pack promotion in support of the upcoming Gears 5 video game release.

The on-pack tie-up launches in September and will run across Rockstar Original, Xdurance and Punched Guava variants (outers of 12 x 500ml plain pack and 99p PMP) and will feature three original designs from UK-based illustrator Luke Preece.

In addition to offering daily prizes of consoles and games, the promotion gives gamers the chance to unlock exclusive in-game items and free Xbox game pass access by entering ring pull codes.

A range of POS will be available from Barr Soft Drinks.

Adrian Troy, the company’s Marketing Director, said: “Previous Rockstar on-pack promotions have seen huge success, with the Gears 4 promotion in 2016 growing sales by over 100,000 cases, so this is a great opportunity for retailers to drive incremental sales of energy drinks.”