Monster Original and Monster Zero Sugar

Coca-Cola Europacific Partners (CCEP) has launched a new X Games experience promotion for its Monster Energy brand.

Live now until the end of April, the new X Games promotion features allows extreme sport fans to scan QR codes on in-store promotional materials or enter online at for a chance to win a VIP trip to the Summer X Games in the USA.

The lucky winner will get a pair of exclusive VIP tickets to the action-packed Summer X Games in the USA, with access to Monster’s VIP fan site and some of the Monster athletes, the annual X-Fest music festival, and the X Games after party, as well as three nights’ free accommodation and return long-haul travel.

Promotional POS kits feature the striking Monster cans alongside some of Monster’s own X Games athletes. Convenience retailers can request POS materials and digital assets from and also enter a Monster merchandise competition on the website until the end of March.

Associate director of portfolio development at Coca-Cola Europacific Partners GB Helen Kerr said: “Monster has been partnering with the X Games for almost ten years now. And just like the games itself, Monster has amassed a huge following, going from challenger brand status in GB to become a major driving force of growth within energy.

“Our Monster fans expect exciting, high impact, and unforgettable experiences, and that’s exactly what this new X Games promotion delivers as we kick off the new year. We’re encouraging retailers to get in on the action and take full advantage of this promotion by requesting POS materials to build excitement in-store and drive sales.”