“Collaborating with Rockstar Energy to infuse my passion into these can designs has been an extraordinary journey ― it underscores the universal language of art and culture, serving as a reminder that when creativity and tradition intersect, the result can be truly exceptional,” said Joaquín Nava, renowned Mexican artist and illustrator, in a statement. The unique can collection offers a fresh and contemporary visual interpretation of this time-honored Mexican belief. Joaquín Nava’s distinctive artistic interpretation of La Catrina imparts a profound message: live life with unapologetic enjoyment while embracing the legacy of those who came before you. Consumers also are invited to follow on Instagram for a chance to get a limited-edition Rockstar Pure Zero ceremonial box with items to incorporate into their at-home altars including Rockstar Pure Zero Día de los Muertos limited-edition cans, custom papel picado, calavera (skull) candle, and temporary face tattoo with the Catrina skull design. Through this new, limited-edition Día de los Muertos can collection, we honor our roots, while infusing culture and creativity into every sip.”Īs consumers prepare to celebrate Día de los Muertos this year, Rockstar encourages them to not only incorporate the limited-edition cans as part of their personalized ofrendas, but also as a way to continue supporting a new generation of talented Latino creators that use art as a tool for cultural expression, it 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. “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 and general manager of Hispanic Business Unit for PepsiCo Beverages North America, in a statement. Design elements include La Catrina in the signature colors of each beverage surrounded by customary ofrendas (altars), the alebrije icons (spiritual guides), the Xolo dog, the feathered serpent, and other distinct decorative cues like marigold flowers and papel picado (paper banners). Each can features artistic nods to the vibrant Mexican culture and community, and honors those who came before us. 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. To kick-off the campaign, Rockstar Energy released a limited-edition collection of Día de los Muertos-themed cans designed by Mexican artist and illustrator Joaquín Nava. Rockstar Energy Drink, a brand of PepsiCo, Purchase, N.Y., launched Proud Hasta Los Huesos (Proud to the Bones), a national campaign that invites consumers to participate in the Mexican holiday that takes place during the first two days of November each year. Rockstar Pure Zero, Brisk, Crush and Manzanita Sol release Día de los Muertos-themed cans The Rockstar Energy Drink and Cyberpunk 2077 collaboration program officially begins on October 1, yet fans can start entering codes immediately in order to ensure they are that aforementioned 'lucky Samurai.Rockstar Energy Drink partners with Mexican artist Joaquín Nava

Collect them all and amass as many goodies as is possible, banking codes into the Rockstar Energy site in the weeks leading up to the start of the promotion.

The Rockstar Energy Drink colas come in five different cans, featuring flavors associated with specific in-game characters, like the Samurai cola, punched female V, original male V, silver ice Brigitte, and sugar-free Jackie versions. Completely one-of-a-kind and ready to rip the pavement in Night City, this Quadra is going home to one lucky Samurai.' 'Built by the legendary Rockstar Performance Garage in Los Angeles. Most of the images and videos available are blocked out, yet the site does offer one piece of valuable information: The grand prize is a custom-built $40,000 Quadra Turbo R, one of the game's most iconic vehicles that one fan even made into a LEGO, seemingly painted in yellow and featuring off-road tires.

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