- Monster Energy is the #2 energy drink brand with $3.6 billion in sales in 2006 and growth rates of 34-46% annually in major retail channels. - It targets active young males aged 18-24 who enjoy extreme and alternative sports and has a "mean" brand personality. - Key strengths are its innovation in flavors and packaging, sponsorship of extreme sports, and value at twice the buzz of competitors for less cost. Opportunities lie in expanding to blue collar males aged 25-34.

7. Brand Share

28. Wear-out Monster should not be concerned about media wear-out. Wear-out will be delayed through creative executions that will share a number of similar elements such as product name, logo, tag line, layout, while other features such as headline, copy and graphic elements are varied.