[*]15. Creative Strategy ● Who does the advertising talking to? ○ Our print ads talk to women 18-34 with busy and active lifestyles, whereas our commercial speaks to everyday men who are working professionals. ● What single benefit should the advertising promise? ○ Monster will give you the boost you need to beast through your daily drag or the boost you need to accomplish adventures such as snowboarding. ● Why should the consumer believe you? ○ Monster is a leading energy drink brand. In 2012, the brand held 23.6% of shares in the energy drinks category. Over the years, the beverage corporation has sponsored events such as the world famous Isle of MAN TT races and has been the lead sponsor of the Speedway Grand Prix and Speedway World Cup in 2012.45 Events like these establish the brands reputation. If Monster is capable of getting Kyle Busch through 500 laps at Daytona, it can get you through that extra set of push-ups and math problems. ● What does the consumer think now?46,47 ○ Currently, they think the brand is grungy and intense. They believe users of the product are typically involved in BMX or other extreme sports. The brand is also perceived as an underground or non-mainstream product. Consumers can easily recognize Monster’s products because of the iconic “M.” ● What do you want the consumer to think after seeing the advertising? ○ The goal of the campaign is to show consumers how Monster can be a reliable source of energy for any type of occasion. Monster can provide energy for tasks as extreme as women running marathons or as routine as students trying to study. The Monster brand must be approachable and its products must be applicable to a one’s everyday life. The ads will show that people can accomplish anything with Monster on their side.
