Monster Marketing

Monster energy drink has been everywhere in the past year. They have been promoting like crazy and have been marketing geniuses. I saw the host of the MTV show "The Inferno" wearing a hat with the Monster logo on it. They have found a target market and hit it hard. They have been sponsors of major events such as the X-games, surfing competitions, and other extreme sporting competitions.



They recently became the sponsor of 15-year competitive motorcyclist veteran Ricky Carmichael. Carmichael is a 15-time American Motorcyclist Association national chamption and holds the record with 147 wins. He is a star in the motocross and supercross worlds. These sports draw a very specific audience; the very target that monster is seeking. They are sponsoring Carmichel because he is everywhere and now Monster will be as well. Monster is an energy drink for those who are hardcore and extreme. They reach their target audience very well at these events where they can put up huge banners with the logo, give out samples, and get personal with the people who are interested in their product.


Ricky Carmichael is slowly exiting the motorcycle world and is trying to get into stock cars. This sport also draw much of the same audience as the cycling world. However, stock cars have an even larger following. Ricky Carmichael will be mentored by one of the best in the sport, Mark Martin. These two will work together as Carmichael is scheduled for 15 races in 2007.


Monster continues to grow with the extreme sports affiliation. They are everywhere you turn in these alternative sporting events as sponsors. This gives them great audience reach, a chance for the consumers to get the know the company a little better, and the chance for newcomers to try the product.