I May Finally Enjoy an Energy Drink
Monster finally caught on to what I love, and honestly? I think this is how they will convince me, and I am sure many others, into energy drinks. I have seen Monster product placements in video games I love, and I have seen them sponsor concerts that I have looked forward to. Those have never compelled me to buy their products. But this? Genius.
Why this was a brilliant move?
Monster Energy tapped into a market, cold brew, that was valued at $2.1B in the year 2021, and the market is predicted to grow exponentially over the next few years.
“We are leaning into energy, focus and daily dedication that bridges love and work. The Java Monster brand brings this ethos to life every day.”
During the launch of this product, Monster Energy started an Instagram page for this product with had just ONE post on it, and that page has over 38,000 followers. They market it as a ‘Sweet but not too sweet’ product and it’s only 10 calories
The trend to shake things up
Several beverage companies are trying to shake things up to get new and sustain their Gen Z audience. Beverage companies like Minute Maid are coming up with Agua Fresca and so it makes absolute sense for Monster to incorporate Cold Brew or Coffee flavors into their products. The Creative Marketing Execution
The Java Monster cold brew marketing campaign profiles three different creators, helping them build their story and presence. They include Bill Farrelly (@staychillbill) an artist that specializes in custom chain stitch embroidery, Paige Macy (@stripe_cult_painting) a self-made female custom helmet designer, and Evan Rossell (@evanrossell) a celebrated Southern California pop culture artist. Each creator came up with their creative way of telling their stories for ‘The Grind’ campaign.
How much $$$$ will it contribute to Monster’s annual revenue?
While it is too soon to judge how much the line of new cold brew products will bring them and despite the supply chain issues the company is currently facing, the CMO is positive about the success of the products.
“Functionality has been one of the most important drivers to innovation in the beverages market for the past decade,” comments Dan McHugh, Monster Energy CMO.
It will be exciting to watch how they continue to market this product and what Monster will do with their recent acquisition of CANarchy.
