Launched in 2002, Monster Energy quickly grew to become one of the best-selling lines of energy drinks in the world, sponsoring several extreme sports and musical acts in order to boost awareness. Now, Monster Energy offers 34 different types of drinks, catering to multiple specific demographics and drink preferences.
Monster Energy’s marketing strategies revolve around presenting an image of grittiness and “extreme” enthusiasm, exemplified by the torn aesthetic of the “M” in the logo. Monster’s messages also have to proactively defend against the onslaught of health accusations implying the energy drinks are unsafe or downright dangerous.
Ethos (Authority)
Akin to sports apparel authority Nike, Monster Energy uses tactics of athletic sponsorship to take advantage of a shared Ethos. The Monster Energy logo makes an appearance at nearly every major extreme sporting event, capitalizing on audience engagement and an association with high energy. Monster Energy minimizes direct claims that the energy drink improves performance, and instead relies on a loose authoritative association.
Pathos (Emotion)
Monster’s tagline “unleash the beast” conveys a sense of wildness that appeals to trendy or enthusiastic young people. On their site, Monster even calls out specific groups of youngsters like hipsters, metal heads, geeks, bikers, and anarchists. There is a certain type of collective, communal Pathos that Monster capitalizes on—bringing together multiple sub-groups under a shared umbrella of energy drink appreciation. They tend to differentiate their approach with different products, but emphasize a familiar overarching theme with the Monster brand.
Logos (Logic)
Monster frequently includes very precise statements about the health and safety of the consumption of its products. News stories and concerned parents often claim that energy drinks are unfit for regular consumption, citing one-off stories of caffeine sensitivity. Monster calmly and consistently denies these claims with a straightforward, unembellished rhetoric in order to maintain its strong public image and override the speculations of the public.
Monster balances Ethos, Pathos, and Logos well by addressing health concerns with a cool logic, tying together multiple product lines, and riding on the success of sports and music.
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