Kind of a
Huge Deal
The Challenge
Monster Pops had strong distribution and product value, but little consumer brand recognition.
The challenge was to create a breakthrough campaign that could introduce the brand, drive awareness, and prove that a bold value-focused positioning could translate into real retail performance.
The Insight
People love celebrating life’s little wins.
From summer cookouts to little league games and family road trips, those small moments can feel like a huge deal. Monster Pops delivered the same feeling through a product that combined oversized flavor, size, and value in a category where consumers are constantly looking for more for their money.
The Approach
We built the campaign around a simple but memorable idea: Kind Of A Huge Deal.
The campaign connected Monster Pops to the everyday summer moments people already love, while reinforcing the product’s standout combination of size, flavor swirl, and value. Through a multi-channel strategy spanning social, digital, OOH, influencer, and shopper marketing, we introduced the brand to new audiences and drove consumers directly to retail.
What We Created
A fully integrated summer campaign including OOH, paid social, influencer partnerships, digital display, shopper marketing, organic social content, and retailer-focused media executions designed to maximize visibility and trial during peak frozen treat season.
The Impact
The campaign generated over 19.5 million impressions and 4.3 million video views while driving strong consumer engagement and retail performance.
Most importantly, the campaign proved the positioning could move product, delivering a 12% average unit growth in key test markets and helping establish Monster Pops as more than just a freezer aisle product. It became a brand consumers remembered.
