CREATIVE BRIEF

TAGLINE

FUEL YOUR PASSION

WHO IS THE TARGET AUDIENCE?

Monster Energy’s current target audience is males aged 18 to 35. There is an opportunity to reach more women in the same age category, expanding their audience. Monster Energy’s primary target audience tend to be daring and bold, there is no reason to expect a female audience would not align to that description. A secondary audience would include environmentally conscious consumers. Women generally show a greater interest in corporate sustainability policies. Women tend to be more aware of calorie content, so a low calorie fruit flavored beverage is likely to be appealing.  The audience is American given that the product is exclusively available through Target. Target shoppers are also 63.8 percent female.

WHERE WILL THE AD BE PLACED?

This ad campaign will appear across many channels. Billboards, social media, and even out of home installation at music festivals. Social media ads will predominantly placed on Monster Energy accounts, nearing Earth Day cross promotion through Target’s platforms will be utilized. Sponsored social media partnerships with lifestyle influencers could also be incorporated.

WHAT IS THE GOAL?

The primary goal is to create product awareness. Additionally, expanding Monster Energy’s current audience. To a lesser extent, the goal would include promoting the exclusive availability through Target and communicating their interest in sustainability.

WHY DO WE NEED THIS AD?

This advertisement is necessary to announce the new passionfruit flavor, where and when it will be distributed. Beyond product awareness, this ad campaign is necessary to try to reach a new audience segment without straying far from previous promotions. In the past Monster energy’s marketing has focused on men age 18 to 35. Women are generally more socially conscious and concerned about issues like the environment. More than half of Target’s customers are female. The product being a low calorie, sweet beverage is likely appealing women. Monster Energy has distinctly masculine brand perception. New advertisements are needed not necessarily to completely deviate from that image, but rather expand to appeal to more women. Additionally, the product is to be launched on Earth Day, Monster Energy is not widely known for their environmental initiatives, the ads are needed to draw attention to their sustainability efforts.

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