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.
Question 1 What is it about Monster's logo that makes it effective? (Hint: What tips does this textbook provide regarding logo design?)
Question 2 How can good packaging help a product?
Question 3 Why is labeling an important part of the packaging for energy drinks like Monster?