Monster Energy and DUB, a marketing and promotions company that publishes a custom car culture magazine, have together developed a drink that will hit stores in early September in new packaging that includes a tire rim logo design and a resealable oil can-style cap.
The 32-ounce can's design, which also includes logos for both brands, pays homage to the custom car culture.
According to Myles Kovacs, DUB founder, the new grape-flavored drink will use the tagline "DUB Edition energy for the true baller." He said that the can features various icons of hobbies, such as a pair of headphones and a football, to send the message that the drink is for everyone.
Promotion for the beverage will include a national Monster Energy DUB Show tour that will feature tricked-out cars, videogames and live hip-hop performances by artists such as Ice Cube. Free full-can samples of the new drink will be distributed. The tour will reach 12 metro market locations this year: Atlanta; Charlotte, N.C.; Chicago; Dallas; Detroit; Houston; Los Angeles; Memphis, Tenn.; Miami; New Jersey; Phoenix; and San Francisco.
Kovacs said that 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 among energy drink companies, "no one was locking in this particular consumer," Kovacs said.
In addition to the tour, the beverage will be advertised on DUB's Web site and radio program. Promotional flyers, T-shirts, hats and coupons will be distributed. Kovacs said that DUB is also building a show car that will tour the nation and advertise the new energy drink.