FT Monster Energy Halo partnership

Monster Energy has announced a new gaming partnership with Microsoft’s 2021 Halo Infinite game, to help retailers tap into energy drinkers’ appetite for gaming.

From this month codes can be found under the ring-pulls of single and multipack cans of Monster Original and Monster Ultra White. Codes will also be available for the first time under the ring-pulls of the Monster Juiced Mango Loco and Pipeline Punch variants.

The codes from the promotional packs can be exchanged for a 30-minute Double XP Boost to use in the game’s multiplayer modes.

Until 31 March next year, consumers will be able to enter their codes on a Monster microsite, which will then be uploaded in their Xbox Live account – giving them Double XP and collectable Monster-branded content that will be added to their inventory and available in-game when Halo Infinite is released. They’ll also be entered into a prize draw to win exclusive prizes, including the new Xbox Series X console.

The Halo Infinite promotional packs will be supported with POS materials available from the Coke Customer Hub to help maximise in-store visibility and drive sales.

Simon Harrison, vice president of commercial development at Coca-Cola European Partners GB, which manufactures and supplies Monster Energy in Britain, said: “Gaming is a huge and fast-growing part of the global entertainment industry – accelerated during lockdown as people spent more time in the home. At the same time, the Monster brand has grown in value by 14% over the last year and has delivered the most actual value growth to the energy segment of £34m.

“We anticipate this momentum will continue over the winter and into 2021, so our advice to retailers is to stock up on promotional packs and supporting POS to take full advantage of this exciting sales opportunity. We’re always looking to give Monster fans great experiences and believe our partnership with Halo Infinite will do just that.”