Monster Energy is reuniting with EA and Respawn Entertainment to produce more limited-edition Apex Legends-themed cans. Octane, Pathfinder, and Lifeline, the heroes from Apex Legends, have been added to the new versions of ‘Monster Original Green,’ ‘Monster Lo-Carb,’ and ‘Monster Zero Ultra.’ There will be 16 and 24-oz. versions of the limited-edition Monster Energy Apex Legends cans available.
Customers who buy these limited-edition Apex Legends Monster cans can also access exclusive in-game features and other perks. These benefits include two ‘Tracker Sets,’ a number of Battle Pass levels, and a special rare skin for Pathfinder. The rarest item in the collaboration, a limited-release Pathfinder skin, is unlocked with the very first purchase of an Apex Legends Monster can.
Image Credit: Monster Energy
Key Themes Behind This Trend
- Game-themed Canned Beverages
- There is an opportunity for beverage companies to partner with popular video game franchises to create limited-edition canned beverages that come with in-game perks and exclusive content for customers.
- Gamification of In-store Promotions
- Brands can create in-store promotions that are gamified, such as creating a scavenger hunt or offering in-game rewards through QR codes, to engage customers and drive sales.
- Crossover Marketing Campaigns
- There is a potential for collaboration between different industries, such as the partnership between Monster Energy and Apex Legends, to create crossover marketing campaigns that tap into each other's audiences.
Where This Applies
- Beverage
- Beverage companies can leverage the popularity of video game franchises to create limited-edition cans that tap into a new customer base and increase sales.
- Gaming
- Video game companies can partner with beverage companies to offer exclusive in-game perks and content to customers who purchase limited-edition game-themed canned beverages.
- Retail
- Retailers can leverage gamification tactics in their in-store promotions to engage customers and create a unique and memorable shopping experience.
