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Coca-Cola European Partners has unveiled a new promotion to support its Monster Energy range, giving gaming enthusiasts the chance to win a Monster-branded racing simulator.

Running now and until the end of September, the promotion will see one lucky winner get their hands on a complete racing simulator package worth £2,500. The prize includes a PS4, a Playseat gaming chair, a curved TV screen, a steering wheel, pedals and a game.

The competition can be promoted by retailers with POS, and consumers can enter through the Monster Energy website. Retailers can request supporting POS – including posters, wobblers and barkers – from the CCEP Customer Hub Tools & Resources pages at www.cokecustomerhub.co.uk or on 0808 1 000 000.

Simon Harrison, vice president of Commercial Development at Coca-Cola European Partners GB, said: “Gaming is a huge and fast-growing part of the global entertainment industry, and the energy drinks segment is playing a similar role within soft drinks, having delivered 30% of total category growth in the last year. The Monster brand continues to enjoy double digit growth and is performing ahead of the category, driving more than 90% of growth over the last 12 weeks.

“At the same time, there has been a huge 193.5% increase in the sales of games and computer software in GB. With that in mind, Monster’s simulator promotion comes at a time when people have more time for gaming in the home. The supporting POS will deliver in-store theatre and resonate with shoppers and core Monster Energy fans – a must for retailers to activate.”