Zero Sugar

At the start of 2023, Monster Energy began rolling out a multi-phase marketing campaign announcing the launch of Zero Sugar, a rebranded sugar-free alternative to its flagship offering. The campaign was comprised of three product-focused stages and a teaser. Featured above is Phase 3, an outgoing refresh that would go on to serve as an evergreen anchor point for continued marketing throughout the year.

Creative Director | John Martinez
3D/2D Animation and Compositing | Chad Lynn
Sound Design | Justin Green

Teaser

An ominous structure in the form of a zero emerges to indicate a new offering is coming.

Phase 1 - Product

The first in a series of three marketing campaigns for the launch of Zero Sugar. The primary directive for Phase 1 was to prominently feature the new offering in context with the flagship product it was derived from.

Phase 2 - Athlete

Leveraging Monster’s exceptional roster of sponsored athletes, the second phase launch campaign for Zero Sugar comprised a multifaceted production that aimed to meld awareness of the new offering with the core values of the brand’s lifestyle identity.