Designed For Relevance

Relevance has always been at the center of Rokt's business. Since 2012, we've helped brands create more meaningful customer experiences at the moments when people are actively deciding what to do next. These moments are brief, valuable, and often overlooked. They happen when a customer completes a purchase, confirms a booking, upgrades a subscription, or takes another important next step. We call them Transaction Moments™.

Today, in partnership with the Pantone Color Institute™, we've given that idea a visual expression: Beetroot by Rokt.

Beetroot by Rokt is the color of an origin story. Named for something earthy, unpretentious, and quietly extraordinary, it traces back to a company founded in Sydney with a single disruptive belief: that the moment of transaction is one of the most valuable and overlooked opportunities in ecommerce.

Rooted in where we began

Like the beetroot itself, the most vivid things often come from the most grounded beginnings.

When Rokt was founded in Sydney in 2012, the dominant marketing playbook focused on what happened before a purchase or after it. Brands invested heavily in acquisition and retention while the moment in between often received far less attention.

Rokt saw something different. When customers are actively making decisions, they are highly engaged. They are evaluating options, considering next steps, and determining what comes next. Those moments create a unique opportunity to deliver experiences that are genuinely useful, relevant, and valuable. That insight became the foundation of Rokt and helped create an entirely new category

Over the years, that belief has evolved into a platform that helps many of the world's leading companies unlock more value from every customer interaction by delivering experiences that align with customer intent at exactly the right time. Beetroot by Rokt carries that same spirit. It reflects the confidence to challenge conventional thinking, the discipline to focus on what matters, and the belief that relevance has the greatest impact when people are making decisions.

Why relevance matters more than ever

Today's consumers have access to more choices, more information, and more digital experiences than ever before. At the same time, many of those experiences have become increasingly similar. The same technologies power competing brands. The same channels deliver competing messages. The same optimization tactics are used across industries. As a result, differentiation has become more difficult to achieve.

Customers are looking for experiences that feel relevant to them. That is why relevance matters. Relevance is not about reaching someone everywhere. It is about showing up at the right time, with something useful, when attention and intent are already there.

The brands that win are not necessarily the ones that are seen most often. They are the ones that create value when it matters most.

The power of the Transaction Moment

The moments immediately surrounding a transaction are unlike any other point in the customer journey. Whether someone is completing a purchase, confirming travel plans, upgrading a service, or taking another meaningful next step, they are actively engaged and making decisions. These moments combine intent, attention, and action in ways that few other marketing environments can.

When brands deliver experiences that feel useful and contextually appropriate in these environments, customers are more likely to engage because the interaction adds value rather than interrupting it. This principle has guided Rokt from the beginning and continues to shape how we help brands connect with customers today. It also inspired Beetroot by Rokt.

A bold, vivid fuchsia with the depth and energy to hold attention at the instant relevance lands, Beetroot by Rokt is rooted in where Rokt began and built for the moment that matters most.

Developing a bespoke Color

To bring Beetroot by Rokt to life, we partnered with the Pantone Color Institute, the global authority on color. The Pantone Color Institute defined and developed to create an ownable visual signal: Beetroot by Rokt. The Pantone Color Institute also created custom color standards to ensure the bespoke shade is expressed accurately and consistently across physical, digital, and experiential environments.

The result is a distinctive visual asset that helps tell the story of what Rokt stands for: creating meaningful experiences through relevance. More than a signature color, Beetroot by Rokt serves as a recognizable expression of the principles that have guided the company since its founding.

What marketers can learn

The story of Beetroot by Rokt extends beyond color. It reflects several broader truths about how brands create meaningful connections with customers today.

Relevance creates value when intent is highest

The most effective customer experiences are not delivered everywhere. They are delivered when customers are ready to make a decision and open to discovering what comes next.

Distinctiveness comes from clarity

Strong brands are not memorable because they are louder than everyone else. They are memorable because they stand for something meaningful and express it consistently.

The Transaction Moment remains one of the greatest opportunities in commerce

While many organizations continue to focus on acquisition and retention, the moment of transaction offers a unique opportunity to create value for customers and drive measurable outcomes for the business.

The color of an idea

Beetroot by Rokt represents a shared exploration between Rokt and the Pantone Color Institute into how color can express meaning. For Rokt, it represents a belief that has guided the company from the beginning: that relevance matters most when people are making decisions.

The result is Beetroot by Rokt: A color rooted in where we began. Built for the moments that matter most.

We hope you love it as much as we do.

‍