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Who hasn't heard of the energy drink Red Bull? Itestablished a position as the 900-pound gorilla in the growing energy drink market, the best-seller in its product category. But Monster energy drink (an entrepreneurial rival that is now bottled by the Coca-Cola Company) has challenged Red Bull and its place at the top. In fact, Beverage Digest reports that Monster has gained the edge, selling more volume in 2008 than Red Bull. Monster reaches its core market of males aged 18-32 by flooding retailers with giant (16 ounce/448 mL) cans of its various energy drink offerings, in essence supersizing the much smaller cans sold by Red Bull. Its aggressive image, striking packaging, and oversized cans have helped Monster expand its position in the growing energy drink market.
Question 1 How can good packaging help a product?
Question 2 Why is labelling an important part of the packaging for energy drinks like Monster?
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