Monster Case Study

Objective:

In 2003, the Hansen’s Beverage Company began making strides to enter the energy drink market. The goal was to promote Monster Energy Drink as a new, edgy product on the market, independent of its parent company. In an effort to spark interest in the 16-25 year old demographic, Monster desired the implementation of non-traditional marketing tactics. The execution of this marketing effort was to coincide with the public launch of Monster Energy Drink.

Execution:

In the first year of SWAT Marketing and Monster’s collaboration, SWAT Sales managers used their network to locate and hire the most involved, outgoing, business minded individuals at fifty top universities nationwide. These students promoted Monster Energy Drink guided by the program criteria. With product and promotional gear, students were instructed to sponsor philanthropies, intramural sporting events, tailgates, Greek events, bar/ club events, and formals. Ambassadors submitted reports online bi-weekly to their regional marketing manager; reports included marketing summaries and promotional photos.

Following the success of year one, in year two, Hansen contracted with SWAT Marketing to keep the program for an additional year, and requested expanding the program to an added fifty schools, for a total of 100 college campuses nationwide. In year three, based on the success of the previous 2 years, the number of ambassadors increased to one hundred and fifty, due to Monster’s heightened success in the national consumer market. In addition to the ambassador program, Monster received exposure on all SWAT winter and spring trips.

Result:

During Monster’s three year partnership with SWAT, Hansen’s stock experienced phenomenal growth. Prior to joining forces with SWAT, Monster grossed an estimated 30 million in sales annually. At the completion of their first year with SWAT Marketing, Monster grossed an estimated 200 million in sales. By the third year of the program, Monster sales had skyrocketed to an estimated 380 million.