Social Media Strategies of Monster Energy Drink | Case study

Monster Energy Drink

The official product was launched in the year 2002. It has risen from the darkness of an unknown product to the top profiting earning product in the energy drink category. Within three years, the brand came up and climbed to the top of the rankings in the drinking category. It had nested the brand with the top rock stars. During the year 2005, stockholders witnessed about 333% gain from a share that was worth $18.20 with an amazing $78.81 during the end of the year. It is a multimillion dollar company that’s has a very firm grip on the energy drink revolution. The marketing tactics that they implement on its customers is the real reason for the success of the energy drink.

Monster Energy Drink Ingredients:

Ingredients:[6] carbonated water, sucrose, glucose, taurine, sodium citrate, color added, panax ginseng root extract, L-carnitine, caffeine, sorbic acid, benzoic acid, niacinamide, sodium chloride, glucuronolactone, inositol, guarana seed, pyridoxine hydrochloride, sucralose, riboflavin, maltodextrin, cyanocobalamin.

Monster Energy Drink Products:

  • Original Monster Energy,
  • Monster Lo-Carb,
  • Monster Assault,
  • Monster Khaos,
  • The Monster Juice Hybrid M-80,
  • Extra Strength Monster,
  • And Java Monster,
  • Premium Coffee Supercharged With Our Killer Monster Energy Blend.

 Tools For Marketing:

Monster energy drink is very fortunate enough to have the largest budgets for promotional ventures in the realm of competition and advertising. The marketing strategy that they apply makes it different from the rest of the competitors. The market for targeting are the males from teen age to the ages of forty who are following a lifestyle with action, sports, motor sports that are very much popular. While targeting these people, it is very much important that appeal should be natural and ambitious.

Facebook Profile

monster facebook profile

monster facebook profileTwitter Profile

This is how Monster tries to capture the attention of the people. The tools that Monster uses exaggerate and enhance the natural male reactions. They force the false image of opposite sex deep into the minds of men. It is not just attractive women who are used are the main reason for the marketing strategy. They also use the allure of action sports realm. This is another reason for the Monster promotions. This brand is known for the high dollar sponsorship of large events in different aspect of sports.

They have sponsored some events like the X games, Dew action sports tour, the Monster Energy pipeline Pro and much more. These provide important outlets for creating hype for the product. This gives the athlete the edge over winning the competition. Their logo is one of the key advantages for athletes to strive. All these allurement and hype that is created causes the market to fall into the feelings of envy and jealousy for the professionals. They have made a stage that teaches people that though the Monster energy drinks they can attain the skill and energy that the heroes have attained.

monster energy twitter profile


Sponsorship Programs:

Through the sponsorship programs, Monster has established over the internet. It has become possible that by drinking the energy drink they can achieve to the fame that they desire. For getting a sponsorship from Monster, all you have to do is submit a simple resume that provides information about your sports and in which sport you excel and some pictures that will entertain the audience. Through these sponsorship programs it has become very popular by creating a market with two categories. They are “those who can” and “those who can’t”. These are some strategies that add fuel for jealousy that burns within men and enforce the concept f natural male dominance.

Free Promotional Giveaways:

Monster Energy drink Company finds a way to spend every dollar in the budget to help in selling the product. The best way that they do is through the age old technique of giving free promotional giveaways. It can be found in the countless contests that they put regularly that involve in giving the winners the chance of where they feel the glory and fame. This sticks the hopeful envy that the Company draws on in every aspect of the marketing campaign. Another campaign is that in all events Monster host and they are merely present in various places with the energy drink. This is the right game of marketing where they not play with human feelings but with the psychological functions instead.


The attitude, values and morals that a man gains not only affect himself but also affects other people around him. It is very easy for people to get lost into the world of allurement and it is not that easy to escape from it. Monster is continuing to have a rise carrying the weight of target market aspirations with them. The name Monster is just very truly fitting for the product which means ‘unleash the beast within”.

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