Best Beverage Online Ad

In the Fall of 2020, beverage company Monster Energy released the newest flavor in its portfolio: Ultra Watermelon. Described as “summer in a can,” the launch came directly at the heels of what many would call a lost summer due to the effects of COVID-19.

As the weather and mood across the country started to take a turn and people battened down the hatches for winter, true[X] and the Monster Energy team took this as an opportunity to offer people everywhere a chance to recapture “Big Summer Energy”, no matter the temperature in their area.

The team put their heads together and created an activity recommendation experience that used the user’s zip code to recommend the perfect COVID-compliant summer activity to try out based on the weather in their location. Whether it was a crisp fall day outside or you were braving sub-zero temperatures, Ultra Watermelon made sure that Summer Never Stopped by offering inventive activities to keep the summer vibe alive.

The new flavor launch was a smashing success, driving a whopping 8% CTR, 98% VCR, and increased the brand KPI of awareness by 25% with 3 in 5 exposed respondents recognizing the new flavor.

Contributors:

TRUE[X]

Location: United States