I'd wish people would stop comparing monsters success to vitaminFIZZ. It's not going to happen. Monster is not just a beverage but a lifestyle. It's associated with living on the edge, extreme sports, fast cars and racing. They spend multi-millions of dollars in sponsorship alone. There is no way vitaminFIZZ becomes a lifestyle brand in this way. I'm not saying it won't be successful, but not the that extent.
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