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 (green)
  • Lo-Carb, Cuba Lima
  • Absolutely Zero
  • Übermonster
  • Assault
  • Khaos
  • M-80
  • Import
  • M3
  • VR46
  • Rehab
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, Speedway, 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 also through sponsorship of eSports events. 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 was created by McLean Design, a California-based strategic branding firm. The logo is composed of a vibrant large green ″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]

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). Europe does 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]

Mercedes F1 is sponsored by Monster since 2010.

The company was endorsed by Australian touring car driver Jamie Whincup from late 2009 to 2012. The deal was cancelled abruptly for the 2013 season, when his team Triple Eight signed rival company Red Bull as title sponsor. In 2015 the Holden Racing Team added Monster Energy as sponsor. Monster is now associated with Walkinshaw Racing in V8 Supercars through the Holden Racing Team of James Courtney and Garth Tander (the three-time Bathurst 1000 champion). Monster is endorsed by NASCAR drivers Kyle Busch and Kurt Busch. The brand is the primary sponsor of the Joe Gibbs Racing number 54 NASCAR Xfinity Series race car.

Monster has also sponsored several rally drivers and motocross riders, such as Ken Block, Liam Doran, Nani Roma, Jeremy McGrath, Chad Reed, Ryan Villopoto, Ricky Carmichael, Nate Adams and Taka Higashino.

In November 2012, Monster Energy announced a long-term partnership with the Professional Bull Riders,[8] and sponsors 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".,[9] 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.[10] It is currently campaigned by drivers Damon Bradshaw and Coty Saucier.

Monster Energy is the title sponsor of the French motorcycle Grand Prix since 2010.[11]

Since 2012, Monster Energy has been the main sponsor of the Speedway Grand Prix and Speedway World Cup.[12]

Monster Energy broke into eSports with their sponsorship of Evil Geniuses, one of the premiere North American multi-gaming organizations.[13]

In June 2015, Monster Energy agreed to a sponsorship deal with Zayat Stables to sponsor the race horse American Pharoah for an undisclosed sum, rumored to be the largest single-horse advertising sponsorship to date. The deal allows the product's logo to be used on the horse's horse sheets, on jockey Victor Espinoza's shirt and boots, as well as caps and other gear worn by people around the horse. "The energy and excitement that American Pharoah has generated around the world syncs perfectly with the brand."[14]

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 trademark infringement. Examples include the aquarium hobbyist site MonsterFishKeepers.com,[15] a beverage review site which published an unfavorable review of the Monster Energy drink[16] 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.[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 on the internet alleges that the Monster Energy logo resembles three Hebrew vavs, and that since the value for a 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]

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.[22] In 2014, a jury found Monster Beverage Corp. had infringed on Beastie Boys copyright by using songs without permission, and owed the group $1.7 million.[23]

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]
  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. ^ PBR, Monster Energy Drink announce multi-year partnership[dead link]
  9. ^ "Team facts". Kawasaki. 2009. Retrieved 2009-07-16. [dead link]
  10. ^ "THE OFFICIAL WEBSITE OF MONSTER JAM - Monster Energy Joins Advance Auto Parts Monster Jam". Retrieved 30 May 2015. 
  11. ^ "Monster Energy agrees to back French GP". Insidebikes. Carole Nash. Retrieved 3 March 2010. 
  12. ^ "Speedway World Championships.". Retrieved 30 May 2015. 
  13. ^ "Evil Geniuses". Retrieved 30 May 2015. 
  14. ^ Rovell, Darren (June 3, 2015). "American Pharoah owners agree to landmark marketing deal". ESPN. Retrieved June 4, 2015. 
  15. ^ "Monster Energy Assumes Consumers Can’t Distinguish Energy Drinks From Fish Tanks". [dead link]
  16. ^ "Monster Energy Trains Legal Guns On Beverage Review Website". 
  17. ^ "Monster Energy Drink Backs Down Due To Public Pressure; Vermonster Beer Lives On". 
  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/. 
  22. ^ Bennett, Saraha (12 Aug 2012). "Beastie Boys Sue Energy Drink Company for Using Their Music". Vulture. Retrieved 14 Aug 2012. 
  23. ^ Martinez-Belkin, Neil (17 June 2015). "Beastie Boys Awarded $668,000 in Legal Fees in Monster Copyright Case". Bevnet. Retrieved 18 June 2015. 

External links[edit]