top of page
  • Writer's pictureTyzza Macias

Rockstar's "Proud Hasta Los Huesos": A Día de los Muertos Celebration with Joaquín Nava

As the world dons its autumnal attire, it becomes a canvas awash with fiery reds and gleaming golds, setting the stage for a cultural extravaganza that promises to awaken our senses and rekindle our connection with cherished memories. Enter the realm of Día de los Muertos, the Mexican holiday celebrated far and wide for its opulent traditions, kaleidoscopic imagery, and profound reverence for those who've embarked on their journey beyond. In a symphony of exhilaration, Rockstar Energy Drink now takes center stage, fueling a pulsating collaboration that's destined to quicken your heartbeat – "Proud Hasta Los Huesos." Brace yourself for an electrifying tribute to Día de los Muertos that demands your attention.

At the heart of this thrilling celebration is the iconic image of La Catrina, a gracefully dressed skeletal figure that has become synonymous with Día de los Muertos. Rockstar Energy Drink, in partnership with the talented Mexican artist and illustrator Joaquín Nava, has brought La Catrina to life on a limited-edition collection of cans featuring Rockstar Pure Zero, Brisk, Crush, and Manzanita Sol beverages. These cans are more than just containers; they are exquisite canvases, paying homage to the vibrancy of Mexican culture and the eternal bond between the living and the deceased.

Every can in this collection is a masterpiece in its own right. It embodies the spirit of Día de los Muertos with meticulous detail. La Catrina, adorned in the signature colors of each beverage, is surrounded by customary ofrendas (altars) that are carefully constructed by families to honor their ancestors. The alebrije icons, representing spiritual guides, add an ethereal touch. You'll also spot the Xolo dog, the feathered serpent, and other distinctive elements like marigold flowers and papel picado (paper banners). Each detail tells a story, a tribute to the enduring Mexican heritage.

Esperanza Teasdale, Vice President & General Manager, Hispanic Business Unit, PepsiCo Beverages North America, expresses the deep-rooted significance of this campaign. "For Latinos, honoring family and preserving tradition is an intrinsic part of our lifestyle, and we celebrate them with pride and passion," she says. "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."

This year, Rockstar Energy Drink invites you to not only enjoy their limited-edition cans but also incorporate them into your own Día de los Muertos ofrenda. By doing so, you become a part of this vibrant celebration, where tradition meets innovation. You can also follow @RockstarEnergy on Instagram for a chance to get a limited-edition Rockstar Pure Zero ceremonial box, complete with items to enhance your at-home altar, including Rockstar Pure Zero Día de los Muertos limited-edition cans, custom papel picado, a Calavera (skull) candle, and a temporary face tattoo with the Catrina skull design. Your altar, your creativity, your way to celebrate!

The striking beauty of these cans owes itself to the extraordinary talent of Mexican artist and illustrator Joaquín Nava. His unique interpretation of La Catrina imparts a profound message: live life with unapologetic enjoyment while embracing the legacy of those who came before you. Joaquín Nava's artistic journey, in collaboration with Rockstar Energy, underscores the universal language of art and culture. It reminds us that when creativity and tradition intersect, the result can be truly exceptional. Nava himself says, "This partnership not only pays homage to our heritage but also amplifies it, sharing the essence of Mexican culture with the world in every glance at these vibrant cans."

The limited-edition Rockstar Pure Zero cans are available nationwide, allowing everyone to take part in the festivities. Fans of Brisk and Manzanita Sol can find their cans in the West and Central U.S., while those craving Crush can enjoy them in select markets such as Los Angeles, Phoenix, Houston, Dallas, and Chicago. This year, your Día de los Muertos celebration just got a whole lot cooler with Rockstar Energy Drink's "Proud Hasta Los Huesos" campaign.

As you sip from these enchanting cans, remember the rich tapestry of Mexican culture, the vibrant traditions, and the indomitable spirit of Día de los Muertos. "Proud Hasta Los Huesos" is not just a beverage; it's a cultural journey, an artistic expression, and an invitation to revel in the past while embracing the present. So, raise a can to the memories of those who came before us and savor the vibrant taste of Mexican culture. Salud!


bottom of page