Post UP with Post Malone

THE CHALLENGE

Monster Energy, traditionally linked to extreme sports, wanted to expand its brand to resonate with a wider audience—specifically, younger consumers passionate about music, culture, and self-expression. With the rise of Post Malone as a global icon and symbol of energy, creativity, and individuality, Monster Energy saw an opportunity to integrate itself into the cultural zeitgeist. The challenge was to create a campaign that felt natural, authentic, and aligned with Post Malone’s personality and Monster’s high-energy ethos without feeling like a typical celebrity endorsement.

THE INSIGHT

For today’s creators, energy isn’t just about adrenaline — it’s about the drive to express, perform, and be seen.
Young fans don’t just want to do more — they want to mean more. Energy isn’t just physical anymore — it’s creative, emotional, and cultural. Monster had the chance to become more than a performance booster — it could be a symbol of creative firepower.

THE IDEA

“Post Up with Post Malone” – Instead of showing Post Malone endorsing Monster, we flipped the script: Monster endorses him.

We positioned Monster as the creative fuel behind Posty’s unfiltered self-expression — the force that helps him go bigger, louder, and realer. From the stage to the studio to spontaneous moments, we let fans “Post Up” — step into Post’s world and feel that same raw, rebellious creative energy.

THE EXECUTION

• Film & Video: A fast-paced, high-contrast video mixed behind-the-scenes moments with electrifying concert footage, using quick cuts, bold graphics, and raw visuals to match Post Malone’s energy. Monster cans appeared naturally—never forced, always part of the action.

• Photography: Gritty, high-contrast imagery captured Post in real moments—on stage, in the studio—stylized with graphic overlays and sharp black-and-white tones punctuated by splashes of Monster’s signature green.

• Limited-Edition Product Design: Custom Monster cans featuring Post’s tattoos and signature symbols tied the collaboration to his personal style. QR codes unlocked exclusive content, blending product and storytelling.

• Social Media & Fan Engagement: Post drove the campaign on social with behind-the-scenes drops and limited-edition reveals. Fans shared their own #FuelingTheCulture moments for a chance to win exclusive merch and experiences, extending the campaign’s reach and cultural relevance.

THE RESULTS

• Cultural Breakthrough: Monster became a player in the music space — not a guest. Post’s fans embraced the collab, with #postupwithpostmalone trending globally for 3 days.

• Explosive Engagement: 500M impressions, 1.2M hashtag mentions, and 100M TikTok views.

• Sales Heat: Limited-edition cans sold out in 48 hours.

• Brand Reappraisal: Post-campaign research showed a 3.6x lift in Monster being seen as relevant to music culture among Gen Z.

• Community Energy: 500K+ fan posts. 200K+ QR scans. Monster gained 1M+ new followers across platforms.