New Flavor Launch Event
THE CHALLENGE
Monster Energy sought to launch the new Orange Dreamsicle flavor of Reign Total Body Fuel with a bold activation that would stand out in the crowded energy drink market. The objective was to create a highly visible public moment that would generate significant consumer engagement and social media buzz. To maximize exposure, the brand chose Las Vegas Boulevard as the stage for the launch.
SOLUTION
Monster Energy retained Capture Studios to develop and produce a large-scale experiential stunt designed to bring the Orange Dreamsicle theme to life. Capture Studios handled the project from concept through execution, including creative direction, costume design, and the coordination of more than 100 performers who staged a choreographed procession down Las Vegas Boulevard.
The activation culminated in a branded consumer sampling experience featuring custom vehicles, interactive tasting stations, and purpose-built social media photo installations designed to encourage audience participation and content sharing.
RESULTS
The event transformed the product launch into a highly visible public spectacle that attracted crowds, media attention, and widespread social sharing. The campaign generated hundreds of millions of impressions across digital platforms and earned media, successfully positioning the Orange Dreamsicle release as a memorable and high-impact launch for Reign Total Body Fuel.
