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Monster Energy’s “Camo” Can Isn’t A Political Statement

April 16, 2018: 12:00 AM EST
Monster Energy, known for the bizarre terminology and descriptions on its beverage cans, has created an Internet sensation with its Assault energy drink can. Besides the rant on the back – “We’re not for ‘the War,’ against ‘the War,’ or any war for that matter” – the can sports a military-style “camo” pattern. The $32 billion company – Coca-Cola owns 16.7 percent – has been a huge success despite its strange packaging, at a time when major competitors are struggling to boost sales. The camo can is not a political statement, the company says. It’s more of a motivational tool that “helps fire us up to fight the big multinational companies who dominate the beverage business." And: “We think it looks cool.”
"'We're not for 'the War', against 'the War'': Monster Energy goes viral for a convoluted apolitical rant on 'Assault' can", Business Insider, April 16, 2018, © Business Insider Inc.
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