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Looks like a brand awareness campaign to me. I, for one, had never heard of it before today. Red Bull I can recognise and Monster, with it's distinctive, lime green ragged claw, logo. But a red flame on a black background may be a little difficult to spot, on a black car. Maybe it's because I'm old and feeble and don't drink any of them. If I'm tired I take a nap not a caffeine drink.