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News 25.03.2010

Monster Energy DUB Edition introduced in Ball’s Jumbo Cap Can®

Monster Energy has partnered with DUB Publishing and co-founder Myles Kovacs to develop the latest Monster Energy product, Monster Energy DUB Edition, and has launched the new beverage in the first 32-oz…

Monster Energy has partnered with DUB Publishing and co-founder Myles Kovacs to develop the latest Monster Energy product, Monster Energy DUB Edition, and has launched the new beverage in the first 32-oz., resealable Jumbo Cap Can from Ball Corporation (NYSE: BLL). The Monster Energy DUB Edition can includes logos for both brands and pays homage to the automotive culture and the true urban lifestyle. It features a can end with a patented, eye-catching, lug-cap closure from Dayton Systems Group, Inc. "Monster Energy DUB Edition is a truly innovative package – a unique beverage in the first-ever 32-oz. Cap Can," said Mark Hall, president, Monster Energy. "It is the first co-branded, urban-targeted energy drink, and the can design communicates the product's functional nature and aggressive positioning."

According to Kovacs, the marketing mastermind behind DUB Publishing, producer of DUB® Magazine – a custom car culture magazine – and the Monster Energy DUB Show Tour, the world's largest custom auto show and concert tour, the two brands created the drink to reach the African-American and Latino demographic, mostly males 18-34. DUB approached Monster about the partnership because no other energy drink company had captured this particular consumer.
 

Like all aluminum cans, the Jumbo Cap Can is lightweight, portable, unbreakable, quick to chill and 100 percent recyclable. It also adds the benefit of resealability, however, and features a unique "pop and smoke" effect when opened.
Ball is the only company to offer the 32-oz. and 750 mL Jumbo Cap Cans, which are the latest additions to its other resealable can offerings – the Alumi-Tek® bottle and the Ball Resealable End (BRE). The company has been the only can maker producing 32-oz. and 750 mL cans for many years. They were mostly used for beer, until Monster Energy adopted the 32-oz. can for its Monster "BFC."
 

Monster Energy worked with Ball's graphics department in Broomfield, Colo., to set the color and graphic tolerances for perfect reproduction of the Monster Energy Dub Edition graphics and logo on the aluminum cans. Ball has a company-owned, integrated graphic art and printing plate operation, complete with a recently improved manufacturing pilot line, to set these standards confidentially with customers before commercial production.

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