Detailed Marketing Strategy of Monster – With Company Overview

Some brands have grown exponentially since their inception. Monster Energy is one of them. How did they manage it? What did they do to increase their customer base? What did they do to keep their consumers coming back? We think Monster Energy’s Marketing Strategy played a significant part in all this, especially its digital marketing strategy. This article analyses a few digital marketing strategies used by the company to give you an insight into what they have been doing.

About Monster Energy

Monster, an energy drink, is really popular among the youth. Its slogan “Unleash the Beast” which means to set free, to release the beast (in you) also justifies the brand name.

Originally founded with the name Hansen’s in 1935 in Corona, California and later renamed itself Monster Beverage Corporation in 2012. Monster Beverage Corporation is one of the well-known manufacturers of non-energy and energy drinks which starts by producing natural soda and goes to the production of energy drinks and many more.

After getting popular in the market with its Monster products, it started producing drinks under different brand names. Later in 2015, Hansen sold a 19.3% stake and ownership of juices, sodas and other non-energy drinks brands that were under Monster Beverage Corporation to the Coca-Cola company, keeping its product Monster ownership among itself. Currently, Monster Beverage is a leading brand in the FMCG sector.

Now that we are discussing Monster Energy, let’s take a look at their marketing strategy too.

What’s new with Monster Energy?

Here’s what was buzzing around Monster Energy recently:

• Food Safety of Authority(FSAI) revoked four monster energy drinks as a result of their high levels of additives.
  These drinks include;

• • 500ml, Ripper juiced monster energy and juice

• • 500ml, Lewis Hamilton monster drink

• • 250ml, Espresso monster vanilla, and Triple shot espresso 

• • 250ml, Espresso monster salted caramel triple shot 

The company revoked all the batches of these four monster drinks. Even though these drinks will not cause fatal consequences, FSAI still advises the public to return all the sets they purchase to the store.

• Energy drinks maker Monster Beverage Corp is discussing a merger with international beverage alcohol company Constellation Brands Inc, a source familiar with the matter told Reuters on Sunday.
• The structure of a potential deal involving the companies, which have a combined market value of nearly $92 billion, was not immediately known.
• The company spent the early weeks of 2023 rolling out a line of alcoholic beverages. Called The Beast Unleashed, the drinks are made with malt alcohol and contain 6% alcohol by volume, though no caffeine or energy-inducing ingredients. 
•  In January 2022, Monster paid $330 million in cash to acquire CANarchy, a collective that owns several breweries including Oskar Blues and Deep Ellum Brewing Company. The acquisition was Monster’s first foray into alcoholic beverages

Let’s now understand the target audience of Monster Energy better with the help of a buyer persona.