MONSTER ENERGY RALLIES GAMERS WITH EXCLUSIVE CALL OF DUTY® ON-PACK PROMOTION

Coca-Cola Europacific Partners (CCEP) has announced the return of Monster Energy’s popular promotion in partnership with Call of Duty® to help retailers tap into energy drinkers’ thirst for gaming, an industry which is worth a staggering $300bn worldwide[1].

The no.1 gaming franchise globally for the last 12 years, Call of Duty® has taken the gaming world by storm with more than 24bn hours played since 2017[2].

Exclusive in-game prizes with every can

Kicking off from 18^th September to the end of the year, the new Call of Duty® on-pack promotion will run across a number of the must-stock range including Monster Original, new Monster Zero Sugar and Monster Ultra White variants to drive maximum engagement with shoppers.

Gaming fans can scan unique QR codes on promotional packs to earn 10 minutes’ worth of double experience points (XP – gaming currency). This will allow gamers to advance more quickly by progressing up levels faster than their opponents during in-game play.

Promotional pack designs feature the striking Call of Duty® character Ghost to drive standout on-shelf, and to help create theatre in-store, convenience retailers can request high-impact POS materials from My.CCEP.com.

To maximise awareness of the on-pack activity and wider Call of Duty® partnership, Monster will use its impressive roster of gaming influencers on Twitch and YouTube, as well as running several high-profile media partnerships, throughout the promotional period.

Legendary performance from Monster

This is the latest in more than two decades of successful gaming initiatives from Monster – all part of its commitment to engaging brand fans and fuelling category growth.

Now worth over £545m^[3], innovation is also key to Monster’s growth strategy and has helped the brand become the fastest growing major energy brand in GB[4], adding £92m of sales[5] in the last year alone while maintaining 20% volume growth[6].

The Monster Ultra range is the no.1 zero sugar energy brand in GB^[7] and the brand has recently launched Monster Zero Sugar, a sugar-free version of the brand’s popular Monster Green Original.

Pippa Foster, Associate Director of Commercial Development at Coca-Cola Europacific Partners GB, said: “Like Monster, Call of Duty® is a powerhouse in its category, and there are real synergies between their loyal fanbases. It’s a recipe for success and has delivered impressive results in the past.

“Our Monster fans expect high impact, unmissable experiences, as well as exclusive gaming prizes and that's exactly what we're delivering. Monster growth is showing no signs of slowing down and we're encouraging retailers to get on board and take full advantage of this promotion as we bring together these two iconic brands once again.”

[1] Source: Truelist - https://truelist.co/blog/gaming-statistics/

[2] Call of Duty internal data 2023

[3] Nielsen Total GB val MAT w/e 17.06.23

[4] Nielsen Total GB, val MAT w/e 17.06.23

[5] Nielsen Total GB, val MAT w/e 17.06.23

[6] Nielsen Total GB, vol MAT w/e 17.06.23

[7] Nielsen Total GB MAT Val to 17.06.23