Monster Energy has partnered with custom car magazine publisher DUB Publishing and cofounder Myles Kovacs to develop its latest Monster Energy product, Monster Energy DUB Edition. Monster launched the new beverage in a 32-oz, resealable Jumbo Cap Can from Ball Corp. (www.ball.com). Said to be a first for energy drinks, the can includes logos for both brands and a nod to the automotive culture. The can end has a patented, eye-catching, lug-cap closure from Dayton Systems Group Inc. (www. dsgtech.com).
“Monster Energy DUB Edition is a truly innovative package—a unique beverage in the first-ever 32-oz Cap Can,” says Mark Hall, president of Monster Energy. “It's the first co-branded, urban-targeted energy drink, and the can design communicates the product's functional nature and aggressive positioning.”
According to DUB's Kovacs, the drink was created to target males 18-34. DUB approached Monster about the partnership because no other energy drink company had captured this particular consumer. The aluminum Jumbo Cap Can is lightweight, portable, unbreakable, quick to chill and 100-percent-recyclable. It's also resealable, a rather unique feature, and has an unusual “pop-and-smoke” effect when opened.