Reign by Monster Energy Fuel for Purpose
Problem: Bang led the fast-growing performance energy segment with a vanity-driven image. Monster needed a challenger that serious gym-goers would take seriously.
Insight: Serious gym-goers train hard, but the gym is one part of a full life. They want fuel that serves a purpose beyond the mirror.
Solution: Fuel for a purpose. Reign shifted from product claims to community, using athlete partnerships and social content that credited the people drinking it.
Results: Within three months of its March 2019 launch, Reign reached a 3.4% dollar share of U.S. convenience energy, and Monster raised its volume goal from 7.7M to 15M cases.
