Monster Energy's Consumer-Centered Brand Community Shares Lifestyle with Fans

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Many brands strive to create brand communities that promote products with customers and expand product awareness. Monster Energy has developed a consumer-centric culture that goes a step further.

Recognizing the limitations of traditional advertising formats, Monster Energy instead directly engaged its core consumer base to build strong brand loyalty. Rather than television commercials, Monster Energy participated in events such as motorsports, UFC, and music festivals. Through sponsorships of the Mercedes AMG Petronas F1 Team, UFC mixed martial artists, and music artists, Monster Energy won the hearts of fans and enthusiasts, evolving into a community that clearly reflects the Monster Energy brand identity.

This consumer-centric community is a key element in brand growth. It shares enjoyment and energy and connects consumers closely with the brand through communication. Monster Energy celebrates and commemorates trendy, adrenaline-pumping moments with consumers and fans. Monster Energy is not just an energy drink but a lifestyle contained in a can.

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Consumers and fans post photos of their own M claw logo on social media channels and share their lifestyles. Monster Energy has amplified fans’ enthusiasm by providing fun and a sense of community through various merchandise.

In Korea, since 2017, Monster Energy has participated as the official energy drink for four consecutive years at major music festivals such as Ultra Music Festival (UMF) and 5TARDIUM Festival, shifting its image to a lifestyle brand that can be enjoyed daily. Additionally, it has consistently collaborated with influencers from various fields to showcase daily life with the energy drink. Through music, dance, fashion, and other diverse lifestyles, Monster Energy continuously presented its energetic and active brand image, strengthening its unique brand community.

Meanwhile, Monster Energy is preparing online and offline consumer events to celebrate sponsorship of nine teams, including Tottenham Hotspur in the 2021-2022 England Premier League season, coming this May. Also, a new Monster Energy product is scheduled to be released this summer season.