Military decoration from CTI
The cans salute the US armed forces who have helped keep America a free democracy for 235 years.
As the cans are chilled, the colour of the uniforms change from a ‘desert camo’ colour to a cold weather, arctic blue colour.
The cans, which are made by Rexam, will be available from Memorial Day (30 May) through to 4 July and sold exclusively on military bases at home and abroad.
A tribute inscription on the cans includes Monster Energy being “truly thankful for all the brave men and women of the US Armed Forces (who) provide and protect the freedoms we all enjoy in this great country. Mere words cannot express our appreciation for your dedication and sacrifice.”
The commemorative 16oz “Military Spec” cans will be available in the familiar green Monster Energy and the blue Lo-Carb Monster Energy products, and will be distributed by the Army and Air Force Exchange Service (AAFES) and other military logistic operations throughout the US in addition to bases in Europe, the Pacific, and the war zones in Afghanistan and Iraq. The cans will turn to the chilled art version at 50° F (10° C).
The concept for the military can was developed in-house at Monster Energy, with the soldier initially being a line drawing. Monster had been searching for an innovative, original idea for the use of CTI’s thermochromic ink technology, and brought the two ideas together by working on the colour and temperature options.
“This is a first for both CTI and Monster Energy. It marks CTI’s inaugural launch into the vibrant energy beverage market, and also represents Monster’s initial foray into colour-changing inks,” explains Steve Kaczmarek, CTI’s vice president of sales and marketing. “We have developed a totally new colour scheme to meet Monster’s innovative goals and, in the process, created dynamic graphics that reinforce Monster’s support of our military champions.”
With the addition of Monster Energy, CTI’s customer list has expanded to include products from beverage companies such as Anheuser-Busch, Cerveza Atlas, Coca-Cola, MillerCoors and Pacifico Beer.