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

COOLER SCREENS SUCCESS STORY Monster Energy Ultra Cooler Screens advertising helps Monster drive consumer awareness of the sugar free Ultra brand during the “new year, new you” month of January

The Monster Energy Ultra Story The lighter tasting energy drink alternative, Monster Energy Ultra delivers the same “big bad buzz” of the core brand, but with 8 flavorful varieties of zero sugar energy drinks. Sugar-free energy drink performance continues to soar, and new “better-for-you” brands are flooding the market. As the leader in sugar free energy, Monster Energy Ultra wants to expand its base through trial in a highly competitive segment.

Campaign Objective In January, Monster Ultra sought to tap into consumers’ interest in starting the new year with healthier choices. Monster wanted to drive awareness, recall, and trial of the 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 Ultra cut through the Cooler Screens advertising drove Cooler Screens advertising had a clutter of the very saturated energy drink category with trial of Monster 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 Ultra +3.6 pts. brands more than any other energy drink brand. $ Sales % Change vs. YA Monster Ultra January sales Cooler Screens Advertising Stores lift in stores with Cooler In-Store Intercept Unaided Brand Recall* Screens advertising was 3.6 19.4% Top Three Energy Brands pts. greater than in stores without Cooler Screens 11.7%

1. Monster/ 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