Monster Energy, distributed by Coca-Cola Enterprises (CCE), has again joined forces with Activision to support the latest release in the Call of Duty franchise – Call of Duty: Advanced Warfare – as it celebrates the £100m sales milestone.

The Monster Energy promotion allows consumers to earn 10 minutes double experience points (XP – gaming currency) to bring fans an enhanced in-game experience with every can purchased. XP allows gamers the opportunity to progress more quickly by ranking up levels faster than their opponents during in-game play and unlocking new weapons and specialist skills.

Cans of Monster Energy will feature the Call of Duty artwork and each one will have a unique code under the ring pull with a guaranteed win every time.

The promotion will run until 31st May 2015 on promotional cans of Monster Energy and Monster Assault, and exclusive multipacks with branded shrink wraps will give fans the chance to receive 40 minutes of double XP. Retailers will be supported with POS material including dump bins and case stackers to help increase visibility in-store.

Caroline Cater, operational marketing director at CCE, said: “This is one of the most anticipated gaming releases of the year and will help retailers target gaming fans to attract new consumers into the energy drinks category. The brand achieved huge success last year with its collaboration with Call of Duty: Ghosts, which helped towards a significant increase in sales during the promotional period.

“The game’s launch will be a huge talking point and as the promotion is directly linked to purchase it’s an effective way for retailers to attract consumers to the brand with the ‘every can wins’ mechanic. We encourage retailers to stock up now on the new promotional packs.”

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