Monster unveils legendary video game promotion

Monster Energy Apex Legends cans

Monster Energy has announced a new partnership with Apex Legends, a battle royale-style video game played by more than 70 million people globally.

An on-pack promotion is live now on variants from Monster’s core, Monster Juiced and Monster Ultra ranges. Running until the end of the year, unique codes can be found under the ring-pulls of cans (and cans within 4 x multi-packs) of Monster Original, Monster Absolutely Zero, Monster Ultra White, Monster Juiced Mango Loco, Monster Juiced Pipeline Punch and refreshed Monster Assault.

Consumers have until 31 March 2022 to enter their codes online, giving them points towards exclusive Battle Pass prizes and in-game content. Every can purchased earns points towards exclusive prizes: the more points earned, the more prizes that can be won.

Promotional pack designs feature two of the game’s biggest legends to drive standout on-shelf. To help retailers create even more theatre in-store, high-impact POS materials are available from from the middle of October. The promo will also be supported through several high profile social media partnerships.

Martin Attock, Vice President of Commercial Development at Coca-Cola Europacific Partners GB, said: “Gaming continues to be a huge and fast-growing part of the global entertainment industry – in which Monster has been a major player for nearly two decades.

“We ran a hugely successful gaming promotion this time last year, and we’re confident of the same again. That’s why we’re encouraging retailers to get behind us and take full advantage as we bring together these two iconic brands.”