Monster Beverage has entered the ready-to-drink coffee market with its new product Caffé Monster, which has 1/3 less sugar than other competitive offerings. Monster is now going head-to-head with reigning leader Starbucks, which currently dominates the market, to gain market share in this growing category. Blue C recently teamed up with Monster to create a digital marketing campaign to communicate and position its new line of delicious RTD coffee drinks. The objective was to raise awareness for Caffé Monster by producing a head-to-head blind taste test with the bottled Starbucks Frappuccino. This method allowed consumers to focus on pure flavor, resulting in Caffé Monster as the preferred taste leader. Blue C executed the challenge where shoppers could blind taste the two bottled coffee beverages side-by-side and register their preference. 70% of participating consumers preferred Caffé Monster Mocha, Vanilla and Salted Caramel over Starbucks Mocha, Vanilla, and Caramel. From these stunning results, the Caffé Monster Challenge campaign was born.
Blue C proceeded to produce a series of comparison commercials for YouTube, Facebook, and Instagram. To date, the Caffé Monster Challenge video has over 16 million views on YouTube. Next time you’re looking for a caffeine boost that delivers on flavor and quality with 1/3 less sugar, think Caffé Monster.