Monster Energy is partnering with street artist Risk and giving away a car to promote two additions to its line.
The new products are energy-infused juices: Juice Monster Papillon and Khaotic.
To celebrate the launch, Monster will give away a one-of-a-kind “Khaotic” classic car designed by Risk on Dec. 15. The street artist also designed the can’s art.
Monster is also offering 50 winners unique Juice Monster backpacks. Submissions will close on Nov. 30.
The brand is always aiming to expand and diversify its product offerings, says Monster Energy CMO Dan McHugh.
Papillon and Khaotic are the latest additions to the Juice Monster portfolio -- a line of “elevated juice beverages combining real juice and Monster Energy’s unique blend,” according to the company.
A version 2.0 of the Khaos flavor, Khaotic brings a revamped take on the first item in its line, while Papillon rounds out the Juice Monster family with a light flavor with hints of peach and nectarine.
The Khaotic flavor aims to represent West Coast style, so Risk says he decided to incorporate those elements into the Khaotic car and can designs.
Unlike many companies, Monster Beverage Corp. has been only slightly affected by the global pandemic. Net sales for the six months ending June 30 increased 5.2% from the same period in 2019, while cross sales increased 5.6% to $2.51 billion.
Since mid-March 2020, the company says it has seen a shift in consumer channel preferences and package configurations, including an increase in at-home consumption and a decrease in immediate consumption.
Global energy drink sales are expected to grow at a compound annual growth rate of 7.20% to reach $86.01 billion by 2026, according to Allied Market Research.