Monster and CANPACK have collaborated to bring a new Lewis Hamilton Zero Sugar edition energy drink into the retail space, packed in designer aluminium cans. After the success of its flagship Lewis Hamilton signature energy beverage, Monster Energy became confident enough to continue its prevailing alliance with the seven-time Formula One World Champion.
Very few brands have the healthy option of a non-diabetic, sugarless drink though Zero sugar might be regarded as the primary growth enhancer in the energy drink sector. This new Lewis Hamilton Zero Sugar drink will deliver a completely robust and fresh peach nectarine taste, also referred to as "stone fruits", which will also be vegan.
Monster was in search of a new artwork that could prominently portray Lewis Hamilton's position in the international sports compound. To achieve this feel on the SKU (Stock Keeping Unit), the brand made sure that a partnership was forged between the esteemed driver and a very talented digital artist, Mad Dog Jones or Michah Dowbak.
Well known for designing Non-fungible tokens (NFTs) on their patented products, Mad Dog's visual work consists of cyberpunk connotations and is filled with themes of nature or technology. In this special edition planned by Monster, the digital artist has incorporated original designs like Hamilton's racing helmet. The aluminium can will display the driver's name, his signature and his jersey number of 44.
CANPACK was the choicest company for Monster as it entrusted the firm with the duty of creating this latest zero-sugar beverage in aluminium cans. Conventionally Monster products are first introduced in the US before finding their way to Europe. But this time, the company will release the vegan drink in the UK beverage market to honour the enigmatic driver of British origin.
The Vice-President of Commercial Development at Coca-Cola Europacifc Partners GB, manufacturer and distributor of the Monster Energy portfolio, Martin Attock, commented: "Monster is more than a drink. It's a lifestyle lived by the athletes and sports teams the brand works with and, of course, all their fans. Monster has broken records to become the number-one deliverer of value growth in the entire soft drinks category."
"Lewis has broken records for the most wins and podium finishes in Formula One as well. This innovation brings together two cultural icons, and we're confident it's going to disrupt the category and drive sales," Attock reassured.
The Chief Commercial Officer at CANPACK Group, Stephen McAneny, very promptly magnified his product to appeal to the beverage market: "Monster Energy has a reputation for innovation and success with new product development in their sector. We believe that joining an eye-catching can design of Lewis Hamilton Zero Sugar drink with CANPACK's capabilities is a winning formula that will ensure this beverage secures a podium finish in the minds of the consumers."
"We love to tell stories with our cans, and this is another winning story that we're proud to tell. The beauty and intricate detail of this design prove that a can is not simply just a can. We are proud of our unique capabilities, which have helped bring this design to life," Stephen concluded.
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