The positioning of the Monster brand is based on energy, drive and extreme sports. The new Ultra flavor is ice-cold and refreshing. After tasting the product, a creative concept was developed that combined ice and flame.

A welcome zone was organized with snow-white huskies, a presentation of a new brand. The event ended with a performance - an ice sculpture with a giant can of energy drinks was placed on the stage. The audience watched the fire-ice show, full of drive and enthusiastic emotions.