Monster Energy Debuts New Flavor With Mixed-Reality Experience

Monster Energy recently put its weight behind a new flavor launch with an immersive mixed-reality experience, including augmented reality and a physical attraction in Los Angeles. 

The flavor, Fantasy Ruby Red, joins the manufacturer’s line of zero-sugar energy drinks, Monster Energy Ultra, and features a custom can design from a rising artist.

Pinky Taylor, who has grown popular for his signature graffiti-style art, designed the packaging as well as an animated version of the can and characters that were revealed through a recent mixed-reality launch event at Venice's vibrant Abbot Kinney Boulevard hub in L.A.

Visitors and passers-by could see a 10-foot-tall Monster Ultra can installation, which was solid pink with only an illuminated signature “M” design on it. The can gave the appearance that it had been randomly dropped from the sky as loose gravel surrounded it and what looked like steam released from the top. The large, plain can transformed into an AR-enabled visual experience where the characters and designs came to life in 2D and 3D form by using a smartphone/tablet to scan a QR code. 

Monster partnered with Chicago-based tech company and AR platform AR/T HOUSE to create the experience and bring the vibrant, app-less visuals and dynamic soundscapes to life.

"We wanted to create one of our most impactful and immersive launch experiences to date, bursting our new Monster Ultra Fantasy Ruby Red flavor into life," Dan McHugh, Monster Energy chief marketing officer, said in a media release. "Pushing the boundaries of innovation is part of the Monster Ultra DNA. Stepping into the world of our can art brought the energy of our new flavor-forward beverage to life, which will live on as we roll out the newest flavor nationwide for everyone to enjoy."

Monster hasn’t launched an experience like this before. The brand says it wanted to give consumers a way to explore characters typically confined to the can while also becoming among the first to try a brand-new flavor, which Monster describes as a bold fusion of ruby red citrus and energy.

"The characters, who embody good and evil, show how kindness and embracing self-love can bring harmony to the world,” Taylor said in the release. “Seeing my artwork in animation through AR was a first – a cool experience to mark the launch of this flavor."

“The texture is a huge element for me in my work and specifically for this collab,” Taylor told Hypebeast in a recent interview. “In my past work, spray paint would be the go-to texture and I would work off of those vibrant colors. It has now evolved from that to digital and canvas versions. Even the smells, when working with spray paint, bring me back to the smell of art class when I was super young, and then I can tap into that emotion again.”