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New Campaign | CCEP

Monster Energy, manufactured and supplied by Coca-Cola European Partners in GB, has announced a brand new gaming partnership with Microsoft’s new 2021 HALO INFINITE game, to help retailers tap into energy drinkers’ appetite for gaming. Now in its 17th year, the HALO franchise has sold over 79 million games worldwide, making it one of the biggest names in the gaming industry.

Promotional packs

For the first time, promotional packs of Monster Original will be joined by other leading variants from the Monster range, to increase the appeal of the promotion to an even wider audience.

Rolling out in October, codes can be found under the ring-pulls of single and multipack cans of Monster Original and Monster Ultra White – the best-selling variant from the number one zero-sugar energy brand in GB[1]. Codes will also be available for the first time under the ring-pulls of the Monster Juiced Mango Loco and Pipeline Punch variants – the biggest drivers of growth in the entire Monster portfolio[2] .

Bank now, play later

Monster fans will be able to enhance their experience of playing the hotly-anticipated HALO INFINITE ahead of its 2021 release, by collecting codes from promotional packs and exchanging them for a 30-minute Double XP Boost to use in the game’s multiplayer modes.

Until the 31st of March 2021, consumers will be able to enter their codes on a Monster microsite, which will then be uploaded in their Xbox Live account – giving them Double XP and collectable Monster-branded content that will be added to their inventory and available in-game when HALO INFINITE is released. They’ll also be entered into a prize draw to win exclusive prizes, including the new Xbox Series X console. 

In-store activation

The HALO INFINITE promotional packs will be supported with POS materials available from the Coke Customer Hub from the 15th October (, to help maximise in-store visibility and drive sales.

Simon Harrison, Vice President of Commercial Development at Coca-Cola European Partners GB, said: “Gaming is a huge and fast-growing part of the global entertainment industry – accelerated during lockdown as people spent more time in the home[3]. At the same time, the Monster brand has grown in value by 14% over the last year[4] and has delivered the most actual value growth to the energy segment of £34m[5].

“We anticipate this momentum will continue over the winter and into 2021, so our advice to retailers is to stock up on promotional packs and supporting POS to take full advantage of this exciting sales opportunity. We’re always looking to give Monster fans great experiences, and believe our partnership with HALO INFINITE will do just that.”

To request POS materials, visit or call 0800 1 000 000.

Codes to be entered at


[1] Nielsen MAT Total Coverage w.e. 28.06.20

[2] Nielsen Value MAT Total Coverage w.e. 28.06.20

[3] IGD ShopperVista; Base: 532 shoppers, 1-14th March’20, 374 shoppers 15-21st March’20, 147 shoppers 22-28th March’20, 247 shoppers 29th Mar-4th April’20, 284 shoppers 5-11th Apr’20

[4] Nielsen Value MAT Total Coverage w.e. 11.07.20

[5] Nielsen Value MAT Total Coverage w.e. 11.07.20