Monster’s product line

Monster

Monster energy drink became famous thanks to its bold brutal packaging and sweet-tasting citrus flavor. The regular flavor comes in a black can with a green tear-shaped M logo, implied to have been torn by the claws of a “monster “. It was known as the energy drink that will “Unleash the Beast”.

“Tear into a can of the meanest energy supplement on the planet, MONSTER energy. We went down to the lab and cooked up a double shot of our killer energy brew. It´s a wicked mega hit that delivers twice the buzz of a regular energy drink. MONSTER packs a vicious punch but has a smooth flavor you can really pound down.” (extract from www.monsterenergy.com)

Originally the main Monster product measurable distinguishes from the Red Bull was a bigger volume (16oz. against 8oz.), more caffeine (10 mg/oz.) and huge number of flavor variations. Currently there are 24 flavors of Monster Energy. Flavors span not only the typical energy drink category, but coffee (Java), tea (Rehab), juicy drinks, protein drinks and energy “shot” markets as well. Also monster as a usual transnational brand has a regional series (Ubermonster and Cuba-lima).

monster products

You may find the description of all flavor variations on: http://store.monsterarmy.com/

N.S.

A quick look at Monster’s history

Back in the 1930s, Hubert Hansen and his three sons were the go-to guys for fresh juice in Southern California. They started their family company by squeezing and selling fresh, non-pasteurized juices to local film studios and retailers. This business eventually became Hansen’s Juices, Inc. In the 1970s, Hubert’s grandson brought a new line of Hansen’s beverages into the fold with Natural Sodas and formed Hansen Foods, Inc. To the 2000s Hansen beverage business has significantly expanded and included a wide range of beverages within the growing “alternative” beverage category, but it still was an average a little known USA company. Hansen’s success started at the 2002 from the launch of a new product Monster Energy drink – which dramatically increased its revenues and still drive it.

The following graph clearly shows how Monster’s launch in 2002 is responsible for the stratospheric rise of Hansen’s stock.

Sans titre

N.S.

Sources: http://files.shareholder.com/downloads/HANS/0x0xS865752-03-4/865752/filing.pdf / http://www.hansens.com/us/en/about-us/hansens-story/ / http://finance.yahoo.com/q;_ylt=AhR_W6Q._YBsEF8adkjgX8d.FJF4?uhb=uhb2&fr=uh3_finance_verttype=2button&s=mnst

What about Burn ?

Burn Energy is a propriety of the Coca Cola Company. It is an energy drink made with taurine, caffeine and extracts of guarana. The flames on its logo represents the tagline of the brand: “Fuel your fire”.

burn_grand

Launched in 2005 (2006 in France), the classic can of Burn was equipped with a very new opening system in 2008. Thanks to this packaging improvement, consumers are now able preserve the quality of their drinks across a period of time by opening and closing them freely.

Burn’s two mains components are sugar (for the taste) and caffeine (for the energy). But it also contains taurine (since 2008 in France) and guarana which contains a high concentration of caffeine. As a result, 25 cl of Burn is equivalent to 30 cl of coffee.

Burn Products

Burn range of products from left to right: Burn Energy, Burn Day (the newcomer which won the 2011 prize of taste), Burn Energy Shot and Burn Juiced (a new way of consuming energy drinks with juice)

As well as Red Bull aims extreme sports to implement their Marketing strategy, Burn as chosen the nightlife community thanks to party/clubbing sponsorships and event organization. As an example, the brand has made a partnership with Unighted in 2008 and 2009, a well-known European electronic music event. In addition to that, the brand uses celebrity endorsments as it can be seen with the famous and world known David Guetta. As you can see, Burn is targeting young adults who want a little more energy during their days and of course their nights.

david_guetta-burn

M.P.

Sources: http://skeudsleblog.20minutes-blogs.fr/archive/2011/04/16/burn-avec-david-guetta-et-coca-cola-avec-taio-cruz.html / http://projectenergydrinks.wordpress.com/

What about Red Bull ?

When I say Red Bull, everybody has an idea of what I am talking about. For those who don’t (and who probably lived in a cave during the last 20 years) this article might help.

Red Bull is the most popular energy drink in the world sold by the Austrian group Red Bull GmbH since 1987. Its leader, Dietrich Mateschitz, adapted its recipe from a pre-existing Thai energy drink named Krating Daeng (กระทิงแดง for the aficionados). The original Red bull, presented in a tall and slim blue/silver can, contains caffeine, taurine, glucuronolactone, B-group vitamins, sucrose, and glucose.

Anyone after 8 cans of Red Bull…

best-family-guy-gifs-car

Red Bull has begun its international expansion in 1992 with the Central and East Europe. It entered the United States in 1997 and the Middle East in 2000. Since then, the group has launched a range of products, including Red Bull Cola in 2008, Red Bull Energy Shots in 2009 and Red Bull Blue/Red/Silver Editions in 2012 with the fruity flavours of blueberry, cranberry and lime. As an indicator of the success of the brand, in 2012 Forbes magazine has listed Mateschitz as the #162 richest people in the world with an estimated net worth of $7.1 billion.

Red Bull Products

Red Bull range of products form left to right: Red Bull, Red Bull Sugar Free, Red Bull Cola, Red Bull Energy Shots (Sugar Free & Original), Red Bull Blue Edition (blueberry), Red Bull Red Edition (cranberry) & Red Bull Siver Edition (lime).

To reflect its slogan « Red Bull gives you wings », the  group has implemented a strong international marketing campaign targeting young people through extreme sports sponsorships, event organization and celebrity endorsements. The sports Red Bull generally aims to apply its strategy range from mountain biking, BMX, windsurfing, snowboarding, skateboarding, kayaking, wakeboarding, cliff-diving, surfing, skating to motocross, rally, and formula 1 racing. In addition to that, the company owns football teams in Austria, Germany, the United States and Brazil. By doing this, Red Bull succeed to promote a cool and young image to raise its brand power.

J.P.