When looking for a boost during long nights of studying, students sometimes turn to drinks like Monster Energy. But the company may be encouraging students to use its products for different purposes.

New York’s Attorney General, Eric Schneiderman, has been investigating Monster Energy for encouraging consumption of their beverages alongside alcohol on college campuses. Monster Energy has used college campus brand ambassadors, called the “Collegiate Ambassadors Team” to hold parties and give out free cans of its products. The student promoters are paid $100 per party, according to an Oct. 21 ABC News article.

Schneiderman has seen emails that prove Monster Energy is encouraging students to use its products as an alcoholic chaser or mixed drink, according to the ABC article. The emails are also said to encourage students to take pictures with these mixed drinks. These emails, though not yet revealed to the general public, could result in severe repercussions if they do in fact prove Schneiderman’s accusations.

Syracuse University advertising professors said that the college ambassador campaigns run by Monster Energy are commonly used by advertisers, but the company could be in severe trouble for the way that they’ve implemented the program.

“If it’s provable that energy drinks mask the effects of alcohol or provide some ‘rebound’ from its consumption, or that college students simply believe they do, Monster could face significant legal risks,” said Kevin O’Neill, an advertising professor in the S.I Newhouse School of Public Communications.

In 2010, the U.S. Food and Drug Administration “warned four companies that the caffeine added to their alcoholic malt beverages is an ‘unsafe food additive’ and said that further action, including seizure of their products, is possible under federal law,” according to its law.

While the emails could be detrimental to Monster Energy’s reputation, the program itself is common among many brands and this type of advertising can be very effective for brands that use it, said Beth Egan, an advertising professor at SU.

“Brand ambassador campaigns can be highly successful,” Egan said. “Without exception, word of mouth is the most effective touch point. Ambassadors serve as that peer recommendation.”

Targeting college students is also not a new concept, advertising professor Adam Peruta added.

“The 18–24 demographic is highly coveted by marketers — this is one reason why many brands have launched college ambassador programs,” he said. “These programs help get the brands out there very inexpensively.”

But despite the marketing efforts, SU students said they have not felt the effects of the energy drink brand’s attempt to market towards them.

Sena Kleinbrink, a sophomore in the College of Arts and Sciences, said she doesn’t feel specifically targeted by Monster or other energy drink brands. She added that she doesn’t think Monster is trying to focus on college age students either.

Even though Schneidermen is making heavy accusations against the brand, it does not seem to have made much of an influence on the SU campus.

“I haven’t seen any events like that on campus,” said Katherine Winsor, a sophomore in the Martin J. Whitman School of Management. “I think I’ve seen the Red Bull car around campus a few times, but nothing involving Monster or sponsored parties.”

Kacey Grieco, a freshman in the College of Visual and Performing Arts, said he hasn’t seen any Monster Energy campaigns at SU. She added that she personally isn’t using Monster products for more than energy.

Said Grieco: “I drink energy drinks simply to get energy. I have not seen any type of campaigns or promotions attempting to get us to mix these drinks with alcohol.”

Published on October 27, 2014 at 12:01 am

Contact Chelsea: cmportne@syr.edu