Monster Energy.

The task

Following the success of the Sales Supercharged campaign launched in 2020, for phase two of the campaign, we were tasked with elevating the programme and adding a layer of credibility and authenticity that would help to further engage its core audience, convenience retailers.

What we did

Knowing the influence retailer peer-to-peer communication can have, we worked in collaboration with Monster’s sales force to recruit a trio of retailers from across the UK, with differing-sized stores that would become the face of our campaign. Introducing; Stephen Spilsted, Westbourne Village shop, Emsworth. Lucy Costello, Daniel House Supermarket, Liverpool and Amrit Singh, Nisa Local, Walsall.

In true Monster style, we wanted to show the retailers as they’ve never been seen before, presenting them as the influential superstars of the retail world that they truly are.

The campaign consisted of a multimedia shoot featuring all three retailers, an integrated media plan that ran from March – August across print, digital and social media. A refreshed website with brand new content, planograms and a money can’t buy retailer competition to win tickets to the MotoGP in Valencia 2022. The campaign was further promoted internally at CCEP and Monster HQ’s, as well as across other customer & wholesale comms platforms.


759k opportunities to see in the convenience and wholesale trade media

54k opportunities to see on Twitter

105% increase in competition entries

6.1% increase in visits to the website vs last year

Increase in Entries

“Content that uses recognisable retailers always captures my attention, and will certainly attract the attention of retailers. The Monster brand colours really hook you in as well, this combined with the sales advice makes the campaign innovative, striking and sure to make a big impact in the convenience sector!”

Chris Turford – Deputy Head of Business Development, The Fed

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