Rockstar Chile & Springtime Rock it with their new Campaign: "Rock It at Work"

Oct. 31, 2025

"Rock It at Work" (“Rockeala en la pega”) is the new concept from Rockstar, the energy drink for hardworking people, celebrating those who give their all, day after day.

Developed together with Springtime, the campaign was directed by Iván Vescovo and Santiago Achaga from Rebolución.

In a highly competitive category in Chile, where standing out is no easy task, Rockstar found the most direct way to do it: putting the brand front and center, and turning its name into an attitude.

That’s how “Rock It at Work” was born—a concept that comes straight from the brand’s DNA and communicates its core functionality: energy to perform at your best on the job.

Martín Watson, Head of Functional Beverages – Latin America said:

"This campaign reinforces Rockstar’s positioning as a brand that connects closely with Chilean workers, offering an authentic and relevant message within a highly competitive category. Rock It at Work perfectly embodies what we stand for: functional energy with a distinct identity."

 

Eugenio Arriagada, Deputy Marketing Manager of Functional Brands, CCU Chile added:

"We wanted to create a campaign that celebrates real rockstars: Chilean workers. The ones who get up early, who keep pushing every day, and who—despite the fatigue—keep giving it their all with attitude. Rockstar is made for them, for those who never give up and put in the effort and heart every day. That’s exactly what this campaign conveys—an invitation to keep going with the same energy that’s inside every bottle of Rockstar."

 

Pato Elfi and Santiago Luna Lupo, Co-Founders and Chief Creative Officers at Springtime said:

"We wanted to make a campaign that carries the same energy as the product itself—made for Chilean workers, full of power and attitude. Because, as Pappo said, ‘You don’t have to play music to be a rocker—you just need the attitude.’ And that’s exactly what Rock It at Work represents."