No, it’s not what you’re thinking. I didn’t write for the orange Trump. I wrote for the other one—the green Trump that used to be the heart of Monster’s brand.
I worked for Monster around 2005, well after its “When I Grow Up” Super Bowl-ad heyday. At the time Monster’s biggest problem was figuring out how to shed its reputation as a fancy, white-collar job board and compete against more popular, less-expensive sites such as Craigslist and Career Builder.
To fight back Monster launched a sales campaign that promoted local recruitment packages in eight industries across 24 key markets. The project’s codename was “The Local Kit,” and I was hired to write the kit’s main content and adapt it to the different industries and markets.