MONSTER ENERGY ULTRA VIOLET LAUNCH

Monster Energy launched its new Ultra Violet flavour with an exclusive party that brought together over 150 KOLs, performers and creators for a night of music, competition and energy. The launch event was live streamed on YouTube to introduce the new flavour to Gen Z audiences online.

Luna created and drove the entire campaign, lining up all creative, talent and production. The party was first lit up the crowd by the Game of Beat, bringing dancers from different styles together for a Dance x Beatbox battle. After that, Tat Gor as main host invited Teddy Fan and Sinnie to have a PC game with Hong Kong Gamers, HOTDOG29, following with the night featured live performances by Teddy Fan and Sinnie, while The Game of Violet Party kept the energy going with interactive moments that put the new flavour at the centre of every experience. With KOLs from sports, dance and gaming all in the room, the launch generated strong social buzz that extended well beyond the event itself. The campaign successfully introduced Ultra Violet to a new generation of Monster Energy fans, reinforcing the brand's position at the intersection of music, culture and youth energy.