With Monster thriving and Relentless struggling, it’s no surprise some commentators have suggested the former is cannibalising the latter. Not so, insists CCE’s Caroline Cater. “Relentless and Monster are two distinct brands, aimed at different target consumers.” Now it’s hoping to underscore this distinction - and reverse Relentless’s declining sales - with a new marketing strategy for the brand. Out goes the extreme sports associations (a space dominated by Red Bull) and in come musicians such as Professor Green for a new TV campaign.
Focus on sports drinks - the engine stalls
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Is Monster munching Relentless?