Monster Energy: Sleepless Beauty
According to focus group data from one of my classes, many women are put off by Monster Energy’s hyper-masculine branding, and would be embarrassed to be seen drinking one. I wanted to find a middle ground that could appeal to women without compromising Monster’s current brand personality.
Target Audience: Millennial and Gen Z Women
Objective: Get girls drinking monster energy and promote new flavor
Insight: Focus group data shows that many women feel societal pressure to appear healthy and beautiful, and worry that drinking Monster Energy will damage that image.
SMCI: Who needs beauty sleep when you already look this good?
Tone: Confident, rebellious
Execution 1: Social - new flavor launch
Image generated by Sora AI. Based on an original photoshop by me. Instagram post template by zeoob.com
Execution 2: Billboard
Billboard image generated by Sora AI. Based on an original photoshop by me
Execution 3: TV Commercial
Image generated by Sora AI. Based on an original photoshop by me
Summary: Prince Phillip fails to wake the sleeping princess with true love’s kiss, so he uses Monster energy instead. She wakes up instantly and defeats the witch who cursed her by kickflipping her in the face with a skateboard. The castle goes up in flames, and the two ride out on a motorbike.