The energy drink category often finds its metaphors and symbolism in the untamed power and strength of frightening animals, Red Bull being the original reference and the one to ‘beat’. Good luck with that.

To avoid this confrontation brands like Monster take a different tack, implying that some sort of supernatural blood transfusion lies at the heart of its effect.

Local brand Shark swims a middle path, offering a transformative bite of energy. It’s also got my favourite ‘say what you see’ logo, but if you know a better example please send me a picture of it, in action.