Rockstar Energy Drink has unveiled a new gaming promotion in partnership with Xbox.
The on-pack tie-up will launch in September, coinciding with the release of the much anticipated Gears 5 video game.
The promotion will run across Rockstar Original, Xdurance and Punched Guava variants (plain pack and 99p PMP), with the Can Collection featuring three original designs from illustrator Luke Preece.
“We’re so stoked to be partnering with Rockstar Energy once again on another artist series for Gears,” said Nicole Fawcette, global brand lead for Xbox Gears.
In addition to offering daily prizes of consoles and games, the promotion will give gamers the chance to unlock exclusive in-game items and free Xbox game pass access.
“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,” said Adrian Troy, marketing director at Barr Soft Drinks.
Gears of War is a billion-dollar game franchise with 45 million unique players who have played a Gears of War game and 2.7 billion hours of gameplay played.
“The build-up to the launch of Gears 5 is massive and we’re confident that our partnership will capture the imagination of the UK’s gaming community. We’re delighted to be partnering with Xbox on such a huge launch,” Troy added.
AG Barr will also be providing high-impact POS to create eye-catching in-store displays, drive sales and increase shopper footfall throughout the promotion.