Monster Energy serves Virtual Beverages

Yum!

But what does that even mean?

To understand better, let’s take a few steps back.

For those of you who have been avoiding Web 3 like me, let me do my best to walk you through it just a little. Personally, I believe I had peaked as a Gen Z and no longer wanted to have to do anything with Web 3. Even as an avid gamer, the idea of ‘Web 3’ always succussed in making me roll my eyes and walk away, but as someone who might soon work as a marketer, I realized I can no longer do that.

The Web 3 Terminologies you need to know for this article

1. NFT — Non Fungible Token. A piece of digital content that has a unique ID to it.
2. Metaverse — A virtual space for you to interact with a computer generated environment and others who are present in that reality.

That’s all.

Okay. But what does Monster Energy have to do with this?

Well, Monster filled for four trademark applications for NFTs and the Metaverse.

1. Trading and storing Virtual Collectibles — Digital collectibles for food, clothing and drinks. What has fascinated me about this trade mark, not with just Monster Energy but all Food and Beverage brands, is how they grow on this trend in the long term.
2. Establishing NFT marketplace in the Metaverse — Creating a virtual shop for the brand in the metaverse to trade digital collectibles. This could involve opening retail stores featuring virtual goods.
3. Entertainment services —Probably the trademark I am most curious about. Hosting video games and concerts in the Metaverse.
4. Non Downloadable Software — A software to help with transmission of digital asssets among users of blockchain technology.

What are they trying to achieve?

Think of it this way. Brands like Monster and Red Bull are not longer just about their products. They are content creators, so it makes absolute sense for a brand like Monster to join trends that take place in the Web 3 bubble. What they choose to do with their trademarks and downloadable virtual content will be interesting to follow.

Monster Energy had already come up with a VR game, Supercross, when Virtual Reality first became a thing for consumers, and so, I would expect nothing less from the brand when it comes to NFTs and Metaverse.

Personally, I am thrilled to see how they execute these trademarks. Unlike their products, these virtual downloadable content is non tangible. But again, they are content and experience creators.