• by Erik Oster , October 25, 2023

Rockstar Energy unveiled a national "Proud Hasta Los Huesos" campaign featuring a limited-edition collection of Día de los Muertos-themed cans designed by Mexican artist and illustrator Joaquín Nava.

For the series, Nava designed art showcased on cans of Rockstar Pure Zero, Brisk, Crush and Manzanita Sol, to celebrate Día de los Muertos, a day devoted to honoring departed family and loved ones with ofrendas, or altars, and feasts. His art was inspired by images of La Catrina, one of the most recognizable icons of the holiday.

"Collaborating with Rockstar Energy to infuse my passion into these can designs… underscores the universal language of art and culture, serving as a reminder that when creativity and tradition intersect, the result can be truly exceptional," Nava said in a statement, adding that the cans paid homage to cultural heritage and presented a way to share Mexican culture with the world.

The brand is also inviting audiences to follow Rockstar Energy on Instagram for a chance to win a Rockstar Pure Zero ceremonial box with items to incorporate into their at-home ofrendas including: Rockstar Pure Zero Día de los Muertos limited-edition cans, a calavera (skull) candle, and a temporary face tattoo with the Catrina skull design.

"For Latinos, honoring family and preserving tradition are an intrinsic part of our lifestyle, and we celebrate them with pride and passion,"  Esperanza Teasdale, vice president & general manager, Hispanic business unit, PepsiCo Beverages North America said in a release. "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.”