Rockstar Energy Drink Partners with Rising Mexican Artist Joaquín Nava to Launch “Proud Hasta Los Huesos,” a Celebration of Día de los Muertos

As millions of people prepare to celebrate Día de los Muertos, creating ofrendas (altars) and planning feasts in memory of their loved ones, Rockstar Energy Drink launches “Proud Hasta Los Huesos” (Proud to the Bones), a national campaign that invites consumers to participate in the beloved Mexican holiday that takes place during the first two days of November each year. To kick-off the campaign, today Rockstar Energy released a limited-edition collection of Día de los Muertos-themed cans designed by Mexican artist and illustrator Joaquín Nava.The “Proud Hasta Los Huesos” limited edition can collection is inspired by the iconic images of La Catrina, one of the most recognizable symbols of the Día de los Muertos, and includes Rockstar Pure Zero, Brisk, Crush and Manzanita Sol beverages. Each can features artistic nods to the vibrant Mexican culture and community, and honors those who came before us. Design elements include La Catrina in the signature colors of each beverage surrounded by customary ofrendas, the alebrije icons (spiritual guides), the Xolo dog, the feathered serpent, and other distinct decorative cues like marigold flowers and papel picado (paper banners).”For Latinos, honoring family and preserving tradition are an intrinsic part of our lifestyle, and we celebrate them with pride and passion,” said Esperanza Teasdale, Vice President & General Manager, Hispanic Business Unit, PepsiCo Beverages North America. “Rockstar Energy’s Proud Hasta Los Huesos campaign was created to honor our heritage while giving a platform for Hispanic artists to shine and share their talents with the world. Through this new, limited-edition Día de los Muertos can collection, we honor our roots, while infusing culture and creativity into every sip.”