Here's a drink that didn't really know what it was. It felt a bit down-trodden but knew it could be something one day.

Just like its target market, teenage boys.

So, we're red. And if you don't like it, tough.

The campaigns showed red underdogs defying the odds and coming good. 

And, as an example of the brands commitment to red, we launched new flavours but refused to change colour.