# Monster versus Red Bull By Greg Ponesse | Published 2006-03-22 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/monster-versus-red-bull References: [msnbc.msn](http://msnbc.msn.com/id/11768178/site/newsweek/) How does a booming company spark new growth the year after its sales nearly double and its stock skyrockets 333 percent? If you're Hansen Natural, maker of [Monster Energy](https://www.trendhunter.com/trends/mountain-bike-world-series) drinks, you start by signing a two-year endorsement deal with Ricky Carmichael, the Michael Jordan of motocross and supercross racing. Motorcycle fans are prime consumers of the sugary, caffeine-laced drinks, so it's good for business when "R.C." hoists a can of Monster on the victory stand, as he did recently in front of 70,133 cheering fans at Atlanta's [Georgia Dome](https://www.trendhunter.com/trends/beepop). Hansen executives have always supported a "[Monster Army](https://www.trendhunter.com/trends/monster-lando-norris-zero-sugar)" of lesser-known extreme-sports stars, but they believe the 26-year-old R.C. is so big they plan to put his image on some Monster cans. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 95% | Activity: 90% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Celebrity Endorsements in Energy Drinks:** Opportunity for energy drink companies to boost sales and brand visibility by partnering with popular athletes or celebrities. - **Targeting Niche Sports Fan Markets:** Energy drink companies can tap into the loyal consumer base of niche sports like motocross and supercross, creating new growth opportunities. - **Expanding Product Packaging with Athlete Images:** Incorporating images of famous athletes on product packaging can attract the attention of fans and potentially increase sales for energy drink companies. ### Where This Applies - **Energy Drinks:** Monster Energy and Red Bull can benefit from disruptive innovation opportunities by exploring new ways to promote their products and engage consumers. - **Sports Marketing:** Companies specializing in sports marketing have the potential to collaborate with energy drink brands, leveraging the popularity of athletes to drive sales and brand recognition. - **Packaging Design:** Design agencies and packaging manufacturers can assist energy drink companies in creating visually appealing packaging featuring athlete endorsements, creating differentiation in the market. ## Related on Trend Hunter - [Mountain Bike Sponsorships](https://www.trendhunter.com/trends/mountain-bike-world-series.md) - [Racer-Approved Energy Drinks](https://www.trendhunter.com/trends/monster-lando-norris-zero-sugar.md) - [Energy Drink-Branded Hard Teas](https://www.trendhunter.com/trends/nasty-beast.md) - [Juicy Full-Flavor Energy Drinks](https://www.trendhunter.com/trends/new-monster-energy-drinks.md) - [Fantasy Energy Drink Activations](https://www.trendhunter.com/trends/monster-energy-ultra.md) - [Strawberry-Flavored Energy Drinks](https://www.trendhunter.com/trends/monster-energy-strawberry-shot.md) - [Inspiring Energy Drink Partnerships](https://www.trendhunter.com/trends/rockstar-energy-x-lia-block.md) - [Zero-Sugar Energy Cans](https://www.trendhunter.com/trends/monster-1.md) - [Zesty Vanilla Energy Drinks](https://www.trendhunter.com/trends/orange-dreamsicle-1.md)