As part of their new innovative pipeline strategy, Monster Beverage extended its product portfolio beyond energy drinks by unveiling a new product: Mutant, an energy “super soda.” Monster was concerned about product trial and sales as Monster’s brand name did not appear on the front label leaving the product at a disadvantage since it could not benefit from Monster’s brand recognition.

To create authenticity of message and to stay true to Monster’s edgy image we recommended an influencer program to raise awareness and generate buzz. To choose the right influencers we went through an extensive vetting process focusing less on influencer followings and more on identifying influencers who were talking about trends before they were trends, to find the true influential trendsetters and influencers.