Monster Energy: How They Grew Their Brand Visibility

Release the power. This is the story of how Monster Energy grew their brand visibility. Distinguishing their target audience as athletes and gamers and centering their brand and marketing around that audience, and the things they like.?

But, historically Monster wasn’t always Monster. The Monster Beverage company began in 1935 as Hanson’s and didn’t rebrand to Monster Beverage until 2012. Coca Cola acquired the brand in 2015. Five years later Monster held 39% of the market becoming the second most popular energy drink on the market.?

Some could say it took Monster 77-years to really find its footing in a somewhat saturated industry like energy drinks.?

The truth is that any company, even Monster, can struggle when it comes to trying to improve brand visibility and increase their sales. That being said, any company with a solid brand strategy and marketing efforts, can stand out using these successful methods that Monster built its foundation on.?

Here is how Monster Energy was able to achieve this.?

Disseminating the Monster Energy Brand

Monster Energy has focused its marketing on the concept one one thing. Being everything that their customer was. They based their business model on having influential people that enjoy Monster tell other people to try it. Cut to the winner of a UFC fight holding a can of Monster Energy Drink.?

But Monster also appealed to specific groups of people in their marketing and advertising. Their messaging centered around athletes and gamers as well as the things that athletes and gamers like.?

By doing this, Monster has allowed the product to be moved by customer interactions and promoted by people that genuinely believe in its success.?

The best part about this kind of strategy is that it does not rely on having the people they ask to try and like it. Instead, the idea Monster hopes to bring in consumers who already love the drink as well as those who haven’t tried it yet. This genius strategy allows the product to focus on its marketing strategy and moves people to try it.

However, this technique of relying on the customers to create the advertising could have a downside for Monster, depending on who you ask.

It offers the customers to say whatever they want about the product, allowing them the creativity to express what they honestly think about the product outside of the company’s control. Personally I think it’s honest and transparent. Another plus point for Monster.?

The company has embraced this as part of its culture, and they can get genuine feedback from the people that enjoy their energy drinks.?

How Monster’s Branding Makes Its Customers Feel Unique

Monster Energy knew the audience that would best enjoy their energy drinks would be men and women aged 18-32.?

As a result, their marketing gives the glass an edgy impression from its dark packaging, dangerous imaging, and large cans giving the impression of strength. This feeling of being unique plays an essential role in its marketing.

The influence of the internet helped give Monster a reputation as a “drink for gamers.” Their marketing proves this by focusing on themes and strategies like extreme sporting events and lifestyles such as skateboarding, motocross, and surfing.

Monster Energy has done very well when it comes to supporting its community and the environment it prospers in. There are many events where the company’s presence can be felt, including eSports events, action sports, motorsports, and even punk rock events.?

These events are where people are known to enjoy Monster energy drinks thrive, and the company wants a community of loyal fans. The community is what made Monster into the powerhouse it is today.

How To Increase Your Brand’s Visibility

Monster Energy Drink’s success is because its business model incorporated a community of loyal fans that would spread the word about the product. After all, they believed in, and still believe in, its success.