Monster Energy has launched a consumer promotion in partnership with extreme sports competition X Games.

Live now until the end of April, the promotion involves in-store promotional materials with QR codes supporting Monster Original and Zero Sugar.

Shoppers can scan the codes or enter online at MonsterEnergy.com/XGAMES for a chance to win a VIP trip to the Summer X Games in the USA.

The winner will get a pair of VIP tickets, giving them access to Monster’s VIP fan site, the X-Fest music festival and the X Games after party, as well as three nights’ free accommodation and return long-haul travel.

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Retailers can request the PoS materials and digital assets from My.CCEP.com and also enter a Monster merchandise competition on the SalesSupercharged.co.uk website until the end of March.

Helen Kerr, associate director of portfolio development at Coca-Cola Europacific Partners GB, said: “Monster has been partnering with the X Games for almost ten years now. And just like the games itself, Monster has amassed a huge following, going from challenger brand status in GB to become a major driving force of growth within energy.

“Our Monster fans expect exciting, high impact, and unforgettable experiences, and that’s exactly what this new X Games promotion delivers as we kick off the new year. We’re encouraging retailers to get in on the action and take full advantage of this promotion by requesting POS materials to build excitement in-store and drive sales.”

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