Because the music matters.

The Challenge

Monster Cable & Headphones, the inventors and audio engineers of Beats by Dre headphones,
were anticipating the expiration of their partnership with Dr. Dre and Jimmy Iovine in 2012. To attract and retain distribution partners, secure collaborations, elevate their brand presence, Monster required a transformative and cohesive brand marketing and channel growth strategy to minimize losses in audio market share.

The Approach

  • Reintroduce partners to the Monster brand

  • Substantiate Monster's impact on the headphone category and its legacy in the music industry

  • Demonstrate and elevate their understanding of their customer and their consumer mindsets

  • Present the innovation of Pure Monster Sound™ and premium product design

  • Develop channel growth and go-to-market strategies for sell-in targets

  • Develop new product partnerships and empower brand ambassadors with incentives

  • Produce world-class brand and product marketing content that drives demand

Pure Monster Sound delivers a difference
you don't just hear,
but a pure audio
experience you feel.

 

The Result

With a focused approach to sell-in, featuring new channel growth and GTM strategies with premium marketing content, Monster sustained retail partnerships with big-box distributors and Apple through 2014. New product partnerships were fostered with Viacom, adidas, Neiman Marcus, and Tumi. This approach also cultivated Monster Ambassadorships needed for brand activations and product campaigns. 

 Monster Channel Strategy
 Sample Slides

Monster Headphone GTM for Distribution Partner Sell-In
Sample Slides

Monster Inspiration Headphones
Campaign Content Samples

Monster DNA Headphones
 Campaign Content Samples

Monster iSport Earphones
Campaign Content Samples

Monster Ambassadors
Content Samples

Monster Headphone & Cable Packaging Design

ROLE
Lead - Associate Creative Director & Brand Strategist
Reporting to ECD & Principal @ Cinco Design

RESPONSIBILITIES
• D2D management of design team & AOR client relationship
• Brand Platform Development
• Marketing & Brand Strategy
• Content Strategy
• Creative Direction
• Production Design
• Product Development
• Business communications, Sell-in & partnership proposals

CONTRIBUTORS
Cinco Design Team-
• Kirk James, ECD & Principal
• Travis Hanour, Motion & CG Director
• Romani Lay, AD

Photography & Video Production -
• Rafael Astorga
• Andy Batt
• Embry Rucker
• Jake Stangel
• Tom Oxley
• Kamp Grizzly
• Juliet Zulu

MONSTER PARTNERS
• Tyson Beckford
• Drew Brees
• Swizz Beatz
• Nick Cannon
• Shinobi Ninja
• Viacom
• adidas