PepsiCo India has strengthened its energy drinks portfolio with the launch of Adrenaline Rush, a premium energy beverage designed for Gen Z consumers. Priced at Rs 60, the drink enters India’s growing mass-premium energy segment and is available in two variants-Passion Rush and Classic Rush.
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Packaged in a sleek can format, Adrenaline Rush contains caffeine, taurine, and essential vitamins. While Passion Rush is positioned to enhance focus, Classic Rush is tailored for performance, catering to the evolving needs of young consumers.
To support the launch, PepsiCo has rolled out a digital-first campaign built around the tagline “A-Rush, A-Game On.” The campaign celebrates ambition, discipline, and self-improvement through youth-centric themes such as photography and parkour. It aims to connect with a generation that values individuality, self-expression, and personal achievement.
According to PepsiCo India, the brand has been created specifically for today’s youth, with its product benefits, visual identity, and communication strategy reflecting their aspirations and lifestyle.
The company plans to drive awareness through creators, social media platforms, and online communities. Adrenaline Rush will be available across modern trade outlets, general trade stores, e-commerce platforms, and quick-commerce channels in key markets across India, further expanding PepsiCo’s presence in the fast-growing energy drinks category.
