As Lewis Hamilton gained more worldwide fame, Monster Energy decided to partner with him to launch an energy drink with his name on it, and it proved to be a success. So the beverage manufacturer decided to maintain this alliance and now decided to bring out a new sugar-free version.
Zero sugar is a key growth driver in the energy drink category. The new Lewis Hamilton Zero Sugar edition has a completely new formula with a refreshing peach nectarine flavor described as “stone fruit” and is made from vegan ingredients.
For this new SKU (Stock Keeping Unit), Monster needed new artwork that reflected Lewis Hamilton’s status as a global sports celebrity. They achieved this with a unique collaboration between the champion driver and cutting-edge digital artist Mad Dog Jones (Michah Dowbak).
Mad Dog’s visual artwork is well known for its use of non-fungible tokens. This unique creation combines cyberpunk elements with themes related to nature and technology, generating an attractive design with unique icons that include things like the racing helmet of the famous Lewis Hamilton. It also bears his name and signature, as well as his driver’s number: 44.
Monster turned to CANPACK to create a special edition of its cans with a particular design. This was due to the deep and stable relationship that existed between the two. On the other hand, the multinational decided to design a version dedicated to the British driver in Great Britain, before offering it directly to the European markets. This is not at all common considering that products are usually presented first in the United States and then in the old continent.
Martin Attock, Vice President, Business Development, Coca-Cola Europecifc Partners GB said, “Monster is more than a beverage. It’s a lifestyle lived by the athletes and sports teams the brand works with and, of course, by all its fans. Monster has broken records to become the number one deliverer of value growth across the soft drinks category,” adding that “Lewis has also broken records for the most wins and podiums in Formula One. This innovation brings together two cultural icons, and we are confident that it will disrupt the category and drive sales.
According to Stephen McAneny, commercial director of CANPACK Group, the company is eager to introduce its latest project to the market. “Monster Energy has a reputation for innovation and success with new product development in its industry. We believe that pairing an eye-catching can design of the Lewis Hamilton Zero Sugar beverage with the capabilities of CANPACK is a winning formula that will ensure this beverage secures a podium position in the minds of consumers.” concluded the manager.
