Monster Energy Zero Ultra Cooler Screens Advertising Helps Monster Drive Consumer Awareness of Calorie-Free Zero Ultra During the “New Year, New You” Month of January

COOLER SCREENS SUCCESS STORY

Monster Energy Zero Ultra Cooler Screens advertising helps Monster drive consumer awareness of calorie-free Zero Ultra during the “new year, new you” month of January

The Monster Energy Zero Ultra Story The lighter tasting energy drink alternative, Monster Energy Zero Ultra delivers the same “big bad buzz” of the core brand, but with zero sugar and zero calories. Sugar-free energy drink performance continues to soar, and new “better-for-you” brands are flooding the market. Monster Energy Zero Ultra is in a battle for trial and share in this highly competitive segment. Campaign Objective In January, Monster sought to tap into consumers’ interest in starting the new year with healthier choices. Monster wanted to drive awareness, recall, and trial of the Zero Ultra brand.

Cooler Solution Monster’s Ultra brand advertised during the month of January with the full suite of Cooler Media. The advertising showcased Ultra’s complete flavor line-up to reinforce the full flavor with zero sugar message to the in-store consumer.

Attract • Full door ads: Drive traffic to the section by capturing attention of shoppers in other store locations with vibrant brand creative. Engage • Banner ads and hot spots: Deliver brand visibility and awareness to shoppers via top of door and eye level placement. Connect • Native product ads: Increase product discovery through dynamic packaging visuals on the Cooler Screens’ planogram. • Nutritional labels and promotional tags: Increase purchase consideration by highlighting the most relevant information.

Cooler Impact Cooler Screens helped Monster cut through the clutter Cooler Screens advertising drove Cooler Screens advertising had a the very saturated energy drink category with trial of Monster Zero Ultra… positive halo effect on the entire advertising that engaged consumers. Monster brand… Consumers who shopped in stores with Cooler Screens recalled the Monster and Monster Zero Ultra +3.6 pts. brands more than any other energy drink brand, including the category leader. $ Sales % Change vs. YA Monster Zero Ultra January Cooler Screens Advertising Stores sales lift in stores with Cooler Screens advertising was 3.6 19.4% In-Store Intercept Unaided Brand Recall* pts. greater than in stores Top Three Energy Brands without Cooler Screens 11.7%

1. Monster/Zero Ultra 40% 2. Reign 5** 33% 3. Red Bull 27%

*Percent of consumers naming brand when asked energy drink they recall seeing in store; Energy ** Also advertiswhated on Cooler Screens during the test period Monster Category Brand

Source: CSI Retail POS, January 2020, CSI Brand Intercept