Taxis prove why they’re the rockstars!

A range of new zero-sugar energy drinks and a city where 40% of the population are under the age of 25. It’s got to be a job for Rockstar energy drinks and Ubiquitous!

The who, what, where, and why

From the 3rd June to the 25th August 2024, 20 livery taxis rolled through the youthful city of Birmingham, Manchester, Glasgow, and Liverpool. Their job was to promote the four newest flavours: Blueberry, Raspberry, Watermelon, and strawberry lime.

During this campaign period, Rockstar sponsored outdoor festivals like Creamfields – adding to their brand awareness opportunities.

Why did taxis work?

Taxis worked thanks to their tireless work roaming the UK’s biggest cities. We know from previous research for other drinks brands that taxis prompt action and recall thanks to their reach and frequency. 

However, an underappreciated aspect of Taxi Advertising is the ‘peculiarity’ of the format (and we mean that it in a positive way!). In the same way that you’ll notice a purple cow in a field of brown jersey cows, taxis stick out on main streets thanks to the uniqueness of their creative,  aiding in memory recall.

We know what we’ll be reaching for when we need something to kickstart our memory – a can of Rockstar, and a black cab!

Source: Birmingham city council