Monster Energy is Launching a New On-Pack Promo with Apex Legends
Michael Hemsworth — October 6, 2021 — Marketing
References: cocacolaep & talkingretail
The Monster Energy brand has teamed up with Apex Legends to offer avid gamers with an on-pack promotion to take advantage of in the UK for exclusive access to some in-game content. The promotion will require participants to enter the unique codes found on cans of the energy drink that will then be uploaded to their EA account. Players will be able to take advantage of Battle Pass prizes and enjoy in-game content.
Vice President of Commercial Development at Coca-Cola Europacific Partners GB Martin Attock spoke on the new Monster Energy promotion with Apex Legends saying, "Gaming continues to be a huge and fast-growing part of the global entertainment industry – in which Monster has been a major player for nearly two decades. We’re always looking to reward our loyal Monster fans with unmissable experiences and believe our partnership with Apex Legends will do just that – as well as helping to recruit new shoppers from the wider Apex fanbase. We ran a hugely successful gaming promotion this time last year, and we’re confident of the same again. That’s why we’re encouraging retailers to get behind us and take full advantage as we bring together these two iconic brands.”
Vice President of Commercial Development at Coca-Cola Europacific Partners GB Martin Attock spoke on the new Monster Energy promotion with Apex Legends saying, "Gaming continues to be a huge and fast-growing part of the global entertainment industry – in which Monster has been a major player for nearly two decades. We’re always looking to reward our loyal Monster fans with unmissable experiences and believe our partnership with Apex Legends will do just that – as well as helping to recruit new shoppers from the wider Apex fanbase. We ran a hugely successful gaming promotion this time last year, and we’re confident of the same again. That’s why we’re encouraging retailers to get behind us and take full advantage as we bring together these two iconic brands.”
Trend Themes
1. Gamer Energy Drink Promotions - Promotions of video games through on-pack offers on energy drinks are a new trend that targets enthused gamers.
2. In-game Promotions - The trend of on-pack promotions for in-game content is a growing area where brands can extend their presence to a wider gaming demographic.
3. Cross-industry Collaborations - Collaborations across unrelated industries like energy drinks and video games enhance product associations and promote deeper relationships with consumers.
Industry Implications
1. Energy Drinks - Involving energy drinks in video game promotions provides an opportunity for brands in the energy drink industry to engage with a gaming audience and grow their product's reputation.
2. Video Games - Partnering with brands that provide in-game content offers developers an opportunity to reach a broader audience, enhancing game’s value proposition.
3. Retail - Partnering with brands like Monster Energy with a loyal fan base of gamers can drive traffic to retail stores and help retailers target young shoppers.
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