Detailed Marketing Strategy of Monster – With Company Overview

Monster Energy Marketing Strategies

1. Search Engine Optimisation

Monster Energy has put a lot of effort into SEO.

As per Ubersuggest data, it ranks in India for 109,961 keywords as of August 2023. Its organic traffic is 3,441,205 sessions per month. The stats are high compared to their SEO performance in April 2023.

Here are some of their Search Engine Optimisation techniques :

Backlinks

Monster Energy gets backlinks from 10,681,064 unique domains. All this increases the Domain Authority of Monster Energy’s domain and helps it rank higher.

2. Social Media Marketing

Monster Energy is active on Instagram, Facebook, and Twitter. As of August 2023, it has 8.5 million followers on Instagram, 25million followers on Facebook, 3.16 million subscribers on youtube and 3 million followers on Twitter.

Let’s analyze how their posts are:

A core part of its marketing strategies involves using trait positioning so that it can promote the benefits of its products to a particular target audience. This is evident in its social media and the engaging content it creates that suits certain habits of its customer base.

• Engaging Content Creation: Monster Energy shares visually appealing content, from extreme sports videos to creative product shots. Their content aligns with the lifestyle and interests of their target audience.
  
• Collaborations and Sponsorships:The brand partners with extreme sports athletes, musicians, and influencers who embody the Monster Energy spirit. This not only expands their reach but also enhances authenticity.
• User-Generated Content: Encouraging consumers to share their Monster Energy experiences through hashtags and challenges creates a sense of community and boosts brand loyalty.
  
• Consistent Posting Schedule: They maintain a consistent posting schedule to keep their audience engaged and informed about upcoming events, promotions, and new products.

3. Paid Advertising

• Event Sponsorships: Monster Energy sponsors major sporting events and music festivals, ensuring their logo and brand presence are prominently displayed at these events.
• Television Commercials: They create high-energy TV commercials featuring adrenaline-pumping footage that sticks in viewers’ minds.

“Monster Energy’s Conor McGregor Commercial: Fueling High-Energy Brand Image”

• Online Display Ads: Targeted display ads on various websites and search engines help reach potential customers actively searching for energy drinks.
• Influencer Partnerships: Paid collaborations with popular influencers extend their reach to new audiences through sponsored content and endorsements.

4. Traditional marketing

In 2003, Hansen’s Beverage Company launched their energy drink, Monster Energy, and target 16-25-year-olds with a focus on non-traditional marketing strategies. SWAT Marketing identified key markets and recruited influential individuals from the top 50 universities nationwide as ambassadors.

The campaign involved simple training events, providing promotional products like hats, t-shirts, stickers, and more to the ambassadors, who were then instructed to sponsor various events on and off-campus, generating a wealth of visual and written content.

The first year saw tremendous success, leading to an expansion to the top 100 universities in year two and reaching 150 schools in year three. The campaign’s climax involved the ambassadors hosting or sponsoring spring and fall break trips.

The results were remarkable, with Monster Energy’s sales soaring from an estimated 30 million to approximately 200 million during the three-year partnership with SWAT Marketing. The strategic use of influential ambassadors, the distribution of promotional products, and active event sponsorship were key factors contributing to the brand’s impressive growth and market penetration.

5. Mobile App

Monster is a popular energy drink company that offers a wide range of products to help people stay energised and focused. The company also has a mobile app that allows users to access a variety of wallpapers that can be used to customise their phones.

The app is free to download and offers a wide range of designs to choose from. Whether you’re a fan of the company’s products or just looking for a new wallpaper for your phone, the Monster Wallpaper app is worth checking out.

Marketing and Advertising Campaign Examples

Here are some of the unique and successful advertising campaigns of Monster Energy:

1. “Rehab” Campaign: This campaign highlighted Monster’s “Rehab” line of drinks in 2012, positioning them as a recovery option after intense physical activities.
   
2. “Redefine the Game”(2014-15): This campaign focused on showcasing the brand’s association with extreme sports and encouraging individuals to push their limits.
3. “Mean Joe” (2015) Greene Campaign: Monster Energy featured NFL legend “Mean” Joe Greene in a campaign that paid homage to the classic Coca-Cola commercial from the 1970s.
   

4. One for the fans, #ComeWithUs takes viewers behind the scenes with Monster Energy’s world-class athlete roster to look at their lives, stories and experiences in a campaign created and produced by Cut Media.

Failed Campaigns of Monster Energy

Monster Energy more than often grabs attention with its unique marketing. But, there have been a few times when the campaign failed to connect with the audiences and gained backlash.

Here are a few examples of failed campaigns of Monster Energy:

1. 

   Although the FSSAI does not even have standards with regard to energy drinks (via Food and Beverage News of India (FBN)), it nevertheless decided to ban Monster energy drinks in 2015.

In a letter dated May 8, 2015, it took issue with the fact that Monster used a combination of ginseng and caffeine, which it deemed “irrational” because ginseng and caffeine “have opposing effects on the human body.” In addition, it took issue with the high levels of vitamins B2, B3, B6, and B12, which were deemed to be in excess of the recommended daily intake. This was the reason it was banned in India.

Nevertheless, the ban did not stick. By 2019, Monster officially became available in India with the release of “Monster Ultra” (aka the “White Monster”), a zero-sugar, citrus-flavoured drink containing the “full load” of Monster’s energy blend, according to Monster. Monster energy drinks are widely available in India today.

Top Competitors of Monster Energy

Here’s the list of top competitors of Monster Energy:

• Red Bull

• Rockstar Energy
• Eastroc Beverage Group Co., Ltd.
• Zevia