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Creative Brief 

Monster Energy Co

Monster Khaos – The Juice is Loose

Sarunas BabonasBA Business Studies

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Creative Brief Client: Monster Energy Co Version No: 1Project: Agency briefed on:Review Date: Agency brief issued:Presentation Date: Job No:Release Date: Author:What is this brief for? Outdoor Advertising of Monster Energy drink at Sporting Events, Half Time

shows in particular 

The Company and the MarketSoft drink market has grown by more than 30% since 2006 showing huge potential to increasesales. Consumers have started using energy drinks as alternatives to normal fizzy drinks such asPepsi, Coke, Sprite etc. The unique USP for this type of product is the energy boost it offers witheach drink, something people need more and more these days as they live busier and busier lives.Monster Energy Co controls around 23% of the energy drinks market. Monster have never usedmass media before. Monster logo is a clawed M to represent the wild side of the drink (appendix 3)

The BackgroundThe main purpose of the activity is to maintain steady market share growth by increasing sales.

The activity should be a mixture of Advertising, Direct Marketing and Public Relations within themarketing communications mix. Currently Monster is using grassroots efforts (teaming up withextreme athletes) as primary product placement method and mainstream media advertising (edgywebsite, interactive web banners, direct mailing) as secondary marketing strategy. Even thoughthese methods have helped Monster overtake Red Bull in sales volumes, they are now proving tobecome less effective and a new, modern campaign is needed to maintain current and secure newmarket share. Red Bull are currently using cartoon TV ads, “Red Bull” cars and sporting eventsponsorship as well as signing of athletes as main ways of promoting their product.

The ProductThe campaign will focus on “Monster Khaos” drink. Catch phrase “50% Juice,100% Monster” which

also makes for a good USP as no other drink like this exists. The taste is different from the originaldrink as 50% of its content is made from juice. Many reviews state it does taste better than theoriginal and contains fewer calories per serving. The price is around $2.00 per can in the US andaround £2.89 per can in the UK – good value for money as you get double the amount of drink asyou would buying a can of Red Bull. Potential to attract a new audience as the drink is portrayed asmore health conscious. Packaging –Black can with a grey frame and an orange Monster logo torepresent the juice content. Does seem attractive but isn’t much different from the original.Available all year round although may be more popular during sporting events. See appendix 4 for current product placement. First originally launched at the beginning of 2010

The Problems- Lack of product awareness from consumers- No mass media campaigns in product history- By some Energy drinks are perceived as bad for health ( Not just Monster)

The Objectives- The main objective of the campaign is to increase awareness of the new product (Inform and

Remind from DRIP module) which should eventually lead to increased sales.- To promote companies move towards healthier energy drinks- Promote the product as the healthier option (as 50% Juice)

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The Target AudiencePrimary target audience - C2 and D males aged 16-24 – Teenagers who want to look cool – Keepup with the trend. Students who need the energy for lectures be it after partying or hard studying.Secondary target audience – 25’s to 40’s who lead busy and demanding lives and still need theenergy to do more.Aspirational target audience – famous athletes- Preferably NFL players in America or footballers inthe UK and rest of Europe.

Product is fairly cheap so every consumer is the main decision maker however teenagers mayeasily be influenced by friends. No research found however after reading several reviews and top 5energy drink ratings Monster was amongst the five. The reviews were fairly positive although a fewdid say the aftertaste was bad.

The PropositionKhaos will give you a boost so intense you’ll be able to perform when it matters and the best part aboutit its 50% juice.

The SupportReally emphasise on the fact that it is 50% juice as none of the other main competitors have to offer adrink with so much juice. State a few medical facts. i.e. health benefits from 50% juice content.

The CompetitionThe main competitors are Red Bull (40%), Rockstar (12.3%) and Full Throttle (4%) of which onlyRockstar offers a similar product. Red Bull has very limited variety (original, sugar free, energy shot andcola). Rockstar have several drinks with fruit flavour but the juice content is only 10% - nowhere near what “Khaos” has to offer. Full Throttle same as Red Bull have only few basic varieties but nothingsimilar to “Khaos”.

The Desired ResponseGet everyone into hype about Monster energy drinks. Expecting to see almost instant increase in salesof the Khaos energy drink. Use of Monster girls is essential to attract desired audience attention.

The Measurement of the WorkBy comparison of sales figures pre and post campaign. Growth/Reduction of Market Share.

The Media and Creative RequirementsA new, fresh and sexy (to attract males’ attention) sign in a shape of an arrow or a monster can willhave to be designed (need to be big enough for everyone to see). Monster would like to advertise at bigevents such as football games, concerts or festivals. The ad will need to cover main games/festivalsthroughout the season. Advertising space during SuperBowl in America, Premiership final in the UK,UEFA cup final in the rest of the Europe. Monster logo must not be altered.

The Production RequirementsOnly 3 or 4 colours will be needed, mainly black and orange. Monster girls will play an essential part inthe whole campaign. Ad must be visually striking.

The BudgetTotal market spend in 2010 – £25.9m. Monster owns 23% of the market so £5.9m spend for 2010.£5.9/12months*6months = £2.95m budget for the campaign + unlimited use of monster girls and trucks

if needed.Project Schedule

Ready to go live by end of December 2010. Launch campaign in January covering several games aweek. Continue until Premiership final in May then finish campaign.

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Main source of data -http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=545338

Other sources –http://www.monsterenergy.com/

http://www.slideshare.net/jderemo/marketing-monster-energy-drink-presentation-4480618 - very good

presentation.

Review Sources –http://www.swensonfunnies.com/soda_wars/monster-khaos-drink-review.php

http://energy-drink-ratings.blogspot.com/2007/04/monster-khaos-energy-juice-review.html

http://www.screamingenergy.com/energy_drink_80.php

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Appendices

1. Monster website snapshot showing the athletes Monster have signed. Can also see the cool looking,edgy website which relates to youth.

Source - http://www.monsterenergy.com/

2. Monster Truck, usually driven by sexy Monster girls to attract attention. Alsoused at small events with girls giving out free Monster drinks.Source - http://www.rmsoffroad.com/v4/go.gnf?s=offroad&t=&product=102522&n=template4&d=products&listTemplate 

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3. Original Monster LogoSource -http://www.livevilclothingco.files.wordpress.com/2011/07/monster_energy_logo.jpg

4. Current product placement vs competition.Source - http://www.slideshare.net/jderemo/marketing-monster-energy-drink-presentation-4480618