Monster Energy and Mini are giving Red Bull a run for its money with the industry’s latest promotional stunt, completing what they claim is the world’s first non-assisted car back flip in at Tignes in the snowy Alps of southern France. If you know an earlier instance, let us know.
Monster must be countering Red Bull's promotional campaign surrounding Felix Baumgartner's jump from the edge of space, by stepping up its own stunt-related viral campaigns. Although Monster has been a major sponsor of motor sports, including Motocross, Monster Truck and NASCAR, this should get them even more ink. Monster leaked a video in late January of what appeared to be Chicherit practicing for his jump, so this might be the first in a larger campaign with Mini.
The promotion certainly comes at a good time for Monster, which after months of criticism by consumer advocate groups has finally agreed to label its products with “Nutritional Facts” as well as the amount of caffeine they contain.––Paul Duchene
Check out the video here: https://www.youtube.com/watch?v=Ry-ofJHatGs
