I came across another study that happened to be for the energy drink Crunk. This case study wasn't nearly as extesive as Monster's but it still offered some insight.
This case study was all about the marketing of Crunk in the Los Angeles area. The branding company (Attack) devised a plan that involved taking their product to the street and doing a massive tasting and free sampling. They hit up college campuses as well as music concerts and festivals in a modified el camino that was dressed up in Crunk stickers and had a truck bed filled with the energy drink. By doing this type of marketing they were able to make a name for themselves and as a result, over 800 purchases were made as a direct result of the sampling. This was all done over an eight week period.
After reading this case study I have come to the conclusion that Attack's marketing idea proved to be successful. This type of marketing helped spread the word about Crunk. I was however displeased that the case study wasn't very extensive. That may have been the point though.
If you're interested in this case study, you can find it here. There is an attachment that you will have to click on to be able to see the full report. it is located at the bottom of the article.
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