A Real Bull Buster

When the energy drink category stampeded, Hansen’s Beverages enlisted us to take on “The Bull.” We conceptualized, positioned, named and designed Monster as an iconic, aggressive counter-culture personality, defined by the consumer’s vision of themselves. We accomplished exactly what none of the 50+ contenders could, carve huge market share directly out of Red Bull. Achieving #2 in the category almost immediately, Hansen's share prices have shot up dramatically from $2 to $152, after 3 splits, where it resides on most “10 Hottest Stocks” lists.