In anticipation of its upcoming 10-year anniversary, Monster is launching a brand campaign and new tagline, "Today's the Day." In addition, the company unveiled details about its 2004 marketing
strategy. As part of its planned $125 million global marketing budget, the U.S. program includes TV, radio, print and online advertising, along with sponsorship and other non-traditional activities.
The first 30-second spot, titled "Today," debuts on December 26th during the College Bowl Championship Series. The campaign's next 30-second spot will debut during Super Bowl XXXVIII on February 1st,
2004.
