Monster needs MeDiA!!!

http://www.monsterenergy.com/web/guest/home

Ok, I admit it…I have a new found love for the energy drink, Java Monster. It’s a refreshing buzz, packed full of energy that’s half energy drink, half coffee. The creative packaging is cool, and I love the attention-getting colors and lively character, “Mean Bean.” This product is scoring high with a lot of marketing avenues–product placement, packaging, creative design, etc. However; I believe this product is lacking in the media realm, specifically in broadcast…

I was thinking of ways to advertise the product Java Monster in a commercial or two…I think utilizing television to advertise for this product is a great idea because it can really reach out to a younger audience (who watch TV). Particularly that audience that consists of college students who like to party (that’s why they’re a target consumer…they’ll drink Java Monster to give them lots of “party energy”), as well as, that group of college kids who need an energy drink to stay up all night and study!

I think the Java Monster campaign needs to consist of a series of television commercials introducing “Mean Bean” and positioning Java Monster as the ultimate enhanced coffee beverage.  These commercials should be reinforced through sponsorships, promotional street teams, and a strong presence on many popular social media channels.  Humorous advertising appeals should be used to entertain and persuade the target audience…

Here’s a looksy at some TV commercials that in the work! Please fill free to add suggestions or comments!

BROADCAST SCRIPT # 1- TV COMMERCIAL

TITLE: ‘JAVED UP IN MONSTERTOWN, WV’

SETTING: Morgantown, WV // Friday night// Bar & Grille Scene

WIDESHOT: Inside night club—loud music, people dancing, lights flashing. Movement everywhere.

TAKE 2-SHOT: 2 GUYS SITTING ON BAR STOOLS AT THE BAR TALKING.

GUY 1: “WHO’S THAT GUY?!”

Points at Mean Bean character in the center of the floor dancing—bean is working it fast, and he has the whole club’s attention, even the ladies’.

CAMERA PANS TO DANCE FLOOR.

GUY 2: “MEAN BEAN…HE PARTIES ALL NIGHT LONG—EVEN DURING “DEAD WEEK.” HE’S STRONG, FAST—THE DUDE IS JUST FULL OF ENERGY.”

GUY 1: “YEA…WITH THAT LAW 101 TEST TOMORROW, I’M GOING TO NEED SOMETHING STRONG TONIGHT…WHAT’S HIS SECRET?”

GUY 2: “JAVA.”

Crowd starts chanting, “Unleash the beast, unleash the beast, unleash the beast!”

GUY 1: “WAIT WHAT’S THAT HE’S PASSING OUT?”

GUY 2: “SHOTS…JAVA SHOTS…”

[CG:2LINE\JAVED UP\MONSTERTOWN, WV]

Crowd gets hype, people start “bouncing off the walls,” DJ turns the music up louder—more techno music—the whole place is full of energy and out of control…

SONG PLAYING—“PLEASE DON’T STOP THE MUSIC” –TECHNO MUSIC SPED UP…

GUY 2: (turns to Guy 1) WITH MONSTER, IT’S KIND OF LIKE YOUR FAVORITE PARTY, ONLY BETTER.

TAKE VO—rough, masculine voice

TIRED? NEED A BURST OF ENERGY THAT WILL LEAVE YOU CHARGED AND ON YOUR “A” GAME—STUDY, PARTY, AND BUZZ WITH JAVA…JAVA MONSTER: HALF THE CAFFEINE AS REGULAR COFFEE…TWICE THE BUZZ!!

BROADCAST SCRIPT #2- TV COMMERCIAL

TITLE: ‘UNLEASH THE MONSTER, THEN WE’LL STUDY”

SETTING: \\STUDY GROUP—VERY “NERDY” GROUP OF COLLEGE STUDENTS…\\(THINK STEVE URKEL ON FAMILY MATTERS). IN LIBRARY.

MEDIUM SHOT: ZOOM IN ON GROUP LEADER, AND SLOWLY PULL OUT AND PAN ACROSS GROUP. PULL IN ON HIGHLIGHTERS, PEOPLE YAWNING, CRUMBLED PAPER, AND BOOKS…

GROUP LEADER: “WELL GROUP, IT’S BEEN A LONG WEEK…WE’VE ALL WORKED REALLY HARD.  WE’VE TALKED ABOUT STRATEGIES, REVIEWED OUR NOTES—TOMORROW’S THE BIG DAY.  MOST OF YOU ARE EXHAUSTED, TIRED, AND JUST WANT TO GO HOME. BUT WE WON’T GIVE IN—MORE STUDYING WE MUST DO! THAT’ WHY I BROUGHT ALONG MY FRIEND…MEET JAVA MONSTER.”

HANDS OUT CANS OF JAVA MONSTER TO THE REST OF THE STUDY GROUP.

EACH PERSON IN THE GROUP GETS A CAN…BUT THEY’RE A LITTLE SKEPTICAL. LOOKS OF CONTEMPLATION, YET INTEREST…

GROUP LEADER: “GO ON, GIVE IT A TRY.”

GROUP: “WHAT IS IT…EXACTLY?”

GROUP LEADER: “IT’S COFFEE, WITH A LOT OF ENERGY MIXED IN…KIND OF LIKE, STUDY IN A CUP.”

GROUP: “AHH, STUDY IN A CUP….”

GROUP DRINKS JAVA MONSTER.

GROUP MEMBERS REGAIN ENERGY—ONE GROUP MEMBER STARTS SPEED-READING ALOUD FROM TEXT BOOK, ANOTHER RECITING FORMULAS, ANOTHER PERSON QUICKLY SKIMMING THROUGH A STACK OF PAPERS, ETC.

TAKE VO—rough, masculine voice

JAVA MONSTER—IT’S STUDY IN A CUP, WHEN YOU NEED THAT EXTRA DOSE OF “STAY UP.” IT’S HALF THE CAFFEINE…TWICE THE BUZZ.

References:

Monster Energy (2007). Retrieved December 13, 2009 from http://www.ener
gysip.com/dr_monster.html.

Williamson, Scott. (2008, June 27). Full throttle energy drink gives coffee a ‘kick’ with launch of new full throttle coffee. Retrieved from http://www.thecoca-colacompany.com/presscenter/pdfs/fullthrottle_coffee.pdf.