Springtime Launches Rockstar's New Regional Campaign Featuring Artist Khea

Nov. 19, 2024

Behind every concert, there’s a whole team pouring their energy into making the show a success. With this concept in mind, Rockstar, the energy drink that targets daily hard workers, is launching its new regional campaign, “Lado B” (“B-Side”), to spotlight those giving their all “behind the scenes.”

Featuring the artist Khea, the campaign goes backstage at his shows to celebrate the people who make them possible: wardrobe stylists, bodyguards, stagehands, producers, musicians, drivers, and catering staff. The goal is to show that “Rockstars are also those working behind the scenes.”

Anakarina Padilla, Sr. Marketing Manager for LATAM – Energy Drinks & Flavored Waters said:

“Rockstar is a daytime energy drink designed for hardworking people, and with this campaign, we wanted to capture the brand’s essence by taking the strategy beyond a traditional TV commercial. It has a highly digital focus, featuring an activation with influencers during concerts, where Khea will publicly thank his entire backstage team live.”

Patricio Elfi and Santiago Luna Lupo, founding partners and CCOs of Springtime added:

“Typically, the credit goes to the artists, but there are so many others behind the scenes who pour all their energy into making these shows happen. We developed this campaign in close collaboration with our clients and directors to authentically showcase everything that goes on behind the scenes at a show like Khea’s.”
 

 

The campaign features the artist’s song “Nunca voy solo” (“I Never Go Alone”), aligning with the spirit of the message, which speaks to how a rockstar doesn’t succeed alone but thanks to everyone supporting him. All pieces will be released regionally, first in Uruguay, and then in other Latin American countries, including Chile, Bolivia, Paraguay, and Argentina.