SITUATION
Who hasn't heard of the energy drink Red Bull? It is the 900-pound gorilla in the growing energy drink market. But Hansen Natural Corporation, maker of Monster energy drink, is giving Red Bull a run for Its money. The company reaches its core market of males aged 18 to 32 by flooding retailers with giant (16-ounce) cans of its various energy drink offerings, in essence super-sizing the much smaller cans sold by Red Bull. Its striking packaging and oversized cans are helping Monster make inroads in the growing energy drink market.
Source: Roben Feriae, 'Who's Afraid of the shorts? Not Monster." Business %Seek, November 28, 2006, p. 40.
1 What is it about Monster's logo that makes it effective? (Hint: What tips does this textbook provide regarding logo design?)
2 How can good packaging help a product?
3 Why is labeling an important part of the packaging for energy drinks like Monster?