Monster

As soon as you open Monster’s website you’re slapped in the face with masculinity, whether it be in the form of the color scheme (black and neon green), the celebrity sports figures that they sponsor to help carry their brand (Rick Thorne, Travis Coyne, and Roger Lee Hayder, to name a few), or their featured bands (Rob Zombie, Buckcherry, etc.).  It’s clear that this company (Monster Beverage Co.) has an unlimited amount of resources for advertising as they are able to hire/sponsor such well known names, bands, and brands. (This is also mentioned in their wikipedia article.)

The theme of the site is best described as Frankensteinesque.  The celebrities (athletes, bands, allies, and monster army) help to make up their troops (who are fighting the war against other energy drinks?).  All the drinks have been created in “the lab.”  Even the logo looks like a giant scratch from a male monster (like Frankenstein’s?). 

 Their own written advertising goes something like this, “Tear into a can of the meanest energy supplement in the planet.  MONSTER energy.  We went down to the lab and cooked up a double shot of our killer energy brew.  It’s a wicked mega hit that delivers twice the buzz of a regular energy drink” (taken directly from their website).  The advertisers use virile, animilistic words to capture the attention of their target audience, young males desperate to enhance their masculinity through beverage selection.  You go boy!