I spent some time in Barstow last week, shooting Ed Komski, CEO of Xtreme Convenience of Barstow for the Village News.
In addition to fueling the adrenaline rush of off-road and water vehicles, Xtreme utilized the branding of Monster Energy. Monster found the concept so compelling that they jumped onboard right away. “They are clearly part of the experience and clearly visible throughout the property,” said Komski. Monster President Mark Hall said, “When Ed brought us his idea, we thought it was evolutionary and right on target for our demographic, and we were happy to support his efforts.” Ryan Lujan, Branding Marketing Manager for Monster said, “We are curious to see if the Monster brand has long-term potential as the flagship theme in a C-store like this. It will also be interesting to see how consumers respond to shopping in a convenience store with an edgy personality revolving around action sports and music.”
You can read the article at http://www.thevillagenews.com/story/34206/