Date of Graduation

5-2025

Document Type

Thesis

Degree Name

Bachelor of Science

Degree Level

Undergraduate

Department

Marketing

Advisor/Mentor

Velliquette, Anne

Abstract

This thesis presents a comprehensive creative strategy for Reign Storm, a health-conscious energy drink under the Monster Energy brand, aiming to capture the attention and loyalty of Gen Z consumers. Recognizing Gen Z’s prioritization of wellness, transparency, and authenticity, the project develops actionable marketing strategies tailored to their values and behaviors. Through competitive analysis, consumer research, and trend identification, the thesis identifies Reign Storm’s market opportunities and challenges in a rapidly growing clean energy sector dominated by brands like Celsius and Alani Nu.

Key deliverables include the creation of a Collegiate Ambassadors Program, a strategic content plan to maximize TikTok engagement, and recommendations for product expansion to include wellness-focused SKUs like protein bars and powder packets. Each strategy is designed to enhance Reign Storm’s market visibility, foster brand loyalty, and trade consumers over from competing brands while tapping into Gen Z’s social habits and digital media consumption. These recommendations were grounded in real user insights, supported by shopper marketing frameworks, and presented to the Monster Energy Company as part of the author’s internship experience.

Keywords

Gen Z marketing; clean energy drinks; influencer strategy; collegiate ambassador program; Reign Storm; social media engagement

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