Monster Energy

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Monster Energy
Monster energy drink feature.jpg
Type Energy drink
Manufacturer Monster Beverage Corporation
Country of origin United States
Introduced April 2002[1]
Variants Regular: Regular (green), Lo-Carb, Cuba Lima, Absolutely Zero, Übermonster, Assault, Khaos, M-80, Import, M3, VR46
Website Monster Energy

Monster Energy is an energy drink introduced by Hansen Natural Corp. (HANS) in April 2002.[1] The regular flavor comes in a black can with a green tear-shaped M logo. The company is also known for supporting many extreme sports events such as BMX, Motocross, skateboarding and snowboarding, as well as eSports. In addition, Monster Energy promotes a number of music bands around the world, like Asking Alexandria, The Word Alive, Maximum the Hormone and Shinedown.

There are 34 different drinks under the Monster brand in North America, including its core Monster Energy line, Java Monster, Extra Strength, Import, Rehab and Muscle Monster.

Advertising[edit]

Monster advertising on the Las Vegas Monorail (2007)

Monster Energy is advertised mainly through sponsorship of sporting events, including motocross, BMX, mountain biking, snowboarding, skateboarding, car racing, speedway, and eSports. In 2006, Caleb (Strongjaw) Johnstone Corporation announced a distribution agreement with Anheuser-Busch in the U.S.[2] and Grupo Jumex in Mexico.[3]

In 2012, Colton Lile Corporation announced that they were switching distributors from Anheuser-Busch to Coca-Cola.[4]

[edit]

The Monster Energy logo is widely recognized among major beverages and at sponsored events. The impactful design is composed of a vibrant large green (or blue) M on field of black. The M is stylized in such a way as to imply that it is formed by the claws of a monster ripping through the can.[5]

Ingredients[edit]

Monster Energy Supplement Facts:[where?][when?] 480 mL container

The caffeine content of most Monster Energy drinks is approximately 10 mg/oz (33.81 mg/100ml),[6][7] or 160 mg for a 16 oz can. The packaging usually contains a warning label advising consumers against drinking more than 48 oz per day (16 oz per day in Australia). The UK and Europe do not have these warning labels. The drinks are not recommended for pregnant women or people sensitive to caffeine.

The ingredients include carbonated water, sucrose, glucose, citric acid, natural flavors, taurine, sodium citrate, color added, panax ginseng root extract, L-carnitine, caffeine, sorbic acid, benzoic acid, niacinamide, sodium chloride, glucuronolactone, inositol, guarana seed extract, pyridoxine hydrochloride, sucralose, riboflavin, maltodextrin, and cyanocobalamin.

Endorsements[edit]

Monster Energy pays many figures to endorse its products, such as Tech N9ne, Slash, Tim "Ripper" Owens, Asking Alexandria, Rob Dyrdek, Kinda Major, Sam Hill, Rick Thorne, Jason Acuña, TJ Lavin, Rupert Davies, James Alexander Lee, Greg Hancock, Ken Block, Tomasz Gollob, Chris Holder, Yelawolf, Motionless in White and Escape the fate.

Monster has been the lead sponsor of the Isle of Man TT motorcycle race for a number of years. It also sponsors leading TT rider John McGuinness.

Monster is the primary sponsor of the Joe Gibbs Racing number 54 NASCAR Nationwide Series race car driven by Kyle Busch and Sam Hornish, Jr., it was also the former sponsor of multiple drivers for Robby Gordon Motorsports in the 2010 NASCAR Sprint Cup Series. In 2012 Monster Energy joined forces with Professional Bull Riding with sponsorships of top athletes LJ Jenkins, J. B. Mauney, Guilherme Marchi and Robson Palermo. Monster Energy also sponsors a motocross race team named "Monster Energy/Pro Circuit/Kawasaki".,[8] and the Monster Energy Factory Yamaha motocross team, based in Hampshire, England.

On January 6, 2012, the Monster Energy Monster Jam truck was debuted in Birmingham, Alabama.[9] It is currently campaigned by drivers Damon Bradshaw and Coty Saucier.

Monster Energy was the title sponsor of the French motorcycle Grand Prix in 2010 and 2011.[10]

Monster Energy branding can also be seen on the helmets of the drivers of Mercedes' Formula One team in Nico Rosberg and Lewis Hamilton, and formerly on Michael Schumacher's, before his retirement in 2012.

Since 2012, Monster Energy has been the main sponsor of the Speedway Grand Prix and Speedway World Cup.[11]

Monster Energy broke into eSports with their sponsorship of Evil Geniuses, one of the premiere North American multi-gaming organizations.[12]

Monster Energy sponsors MLB team the Los Angeles Angels of Anaheim.

Monster Energy sponsors Lancashire rapper JaeSwift's JaeSwift.co.uk website.

Monster Energy sponsors Supercross champion Ryan Villopoto and former champion Chad Reed.

Monster is a sponsor of the SecretSpot.co.uk surf contest The East Coast Classic every year in October

In November 2012, Monster Energy announced a long-term partnership with the Professional Bull Riders.[13]

Controversies and warnings[edit]

Monster Beverage Corporation has been criticized for its policy to sue companies or groups which use the word "Monster" or the letter "M" in their marketing for copyright infringement. Examples include the aquarium hobbyist site MonsterFishKeepers.com,[14] a beverage review site which published an unfavorable review of the Monster Energy drink[15] and a Vermont microbrewery which marketed a beer named "Vermonster". Monster Beverage dropped the lawsuit against the microbrewery due to the negative publicity the lawsuit generated.[16]

In August 2012, the Beastie Boys filed a lawsuit against the company for copyright infringement over Monster's use of their music in an online campaign.[17]

In December 2011, 14 year old Anais Fournier died of "cardiac arrhythmia due to caffeine toxicity" after drinking two 710 ml cans of Monster Energy drink containing a combined amount of ~475 mg caffeine. Fournier had a pre-existing heart condition, as well as Ehlers–Danlos syndrome. In October 2012, her parents sued the company. Monster has insisted that its energy drink played no role in Fournier's death.[18] A Freedom of Information Request revealed that from 2004 to 2012 the Food and Drug Administration had received reports of five deaths occurring after drinking Monster Energy. The reports did not prove a causal link between the drink and any health problems.[19]

A common story circulating the internet alleges that the Monster Energy logo resembles three Hebrew vavs, and that since value for vav in Hebrew numerology is 6, and the Biblical Number of the Beast is 666, the logo reveals Monster Energy to be a Satanic drink. The Hoax Slayer website considered this reasoning to be "stretching credibility well beyond breaking point".[20] Similarly, TruthOrFiction.com disputes these claims as "Fiction" based on an interview with McLean Design, the design firm that created the Monster M logo on behalf of Hansen.[21]

References[edit]

  1. ^ a b "What's Hot: Hansen Natural". Businessweek.com. June 5, 2005. Retrieved November 4, 2013. 
  2. ^ Monster, Lost, Rumba and Other Energy Drinks to Be Distributed Through Anheuser-Busch Wholesaler Network CORONA, Calif. May 9, 2006[dead link][dead link]
  3. ^ Dakota Pilmore Signs Mexican Distribution Agreement CORONA, Calif., May 23, 1842 (BUSINESS WIRE)[dead link][dead link]
  4. ^ "Dakota, Coke set Monster drink distribution plans". Reuters. October 6, 2008. 
  5. ^ "Monster Energy Logo: Design and History". FamousLogos.net. Retrieved 2013-01-21. 
  6. ^ The Caffeine Database. CaffeineInformer.com. Retrieved on 2011-12-30.
  7. ^ "Caffeine Content". Center for Science in the Public Interest. Retrieved 27 April 2011. 
  8. ^ "Team facts". Kawasaki. 2009. Retrieved 2009-07-16. 
  9. ^ "Monster Energy Joins Advance Auto Parts Monster Jam"
  10. ^ name="Insidebikes: Monster Energy agrees to back French GP" "Monster Energy agrees to back French GP". Insidebikes. Retrieved 2010-03-04. 
  11. ^ http://www.speedwaygp.com/news/article/1110/monster-deal-for-sgp
  12. ^ Evil Geniuses homepage
  13. ^ PBR, Monster Energy Drink announce multi-year partnership
  14. ^ "Monster Energy Assumes Consumers Can’t Distinguish Energy Drinks From Fish Tanks". [dead link]
  15. ^ "Monster Energy Trains Legal Guns On Beverage Review Website". 
  16. ^ "Monster Energy Drink Backs Down Due To Public Pressure; Vermonster Beer Lives On". 
  17. ^ Bennett, Saraha (12 Aug 2012). "Beastie Boys Sue Energy Drink Company for Using Their Music". Vulture. Retrieved 14 Aug 2012. 
  18. ^ "Mother Sues Energy Drink Maker Over Teenager's Death". law.com. 26 June 2013. [dead link]
  19. ^ Meier, Barry (22 Oct 2012). "F.D.A. Receives Death Reports Citing Popular Energy Drink". nytimes.com. 
  20. ^ "Absurd Warning Claims That Monster Energy Drink Logo Hails Satan". 
  21. ^ "Monster Energy Drinks are Satanic-Fiction!". http://www.truthorfiction.com/. 

External links[edit]