[PHOTOGRAPHIC IMAGE: GRAINY, BLEACHED OUT, OVEREXPOSED, HYPER REAL. Urban skate park on hot, sunny, summer day. At bottom close up of man completely, painfully yet comically wiped out in a half pipe. Skateboard and helmet sprayed out from his crash. Man is in 40s, balding wearing state of the art skate gear, elbow and knee pads.
A number of cool kids in our demographic (16- 24, mixed-race, multi-racial wearing low key skate gear, no helmets, modest tattooing, minor piercings (i.e. nose, lip, and earrings) sit at the top of the half-pipe. Backpacks, music players, snacks scattered around. Prominently on display are some VCVC cola cans/bottles being drunk. Mixed reactions from the kids to what they witness below – laughing, disgust, horror.]

That’s just the way it rolls. Some people get it and – others never will. VCVC’s got it. It tastes great with a shot of vanilla, a blast of cherry and a real cola kick for when you need it. Like after a punishing run on the slopes or after riding some serious trails – or like after wiping out during a session and sliding on your face in front of that betty with the nose ring. The price don’t hurt either.

But this guy? – he don’t need a VCVC – he needs an ambulance.

Wipe Out Your Thirst. [Stylized Image of an open glass bottle of VCVC with the cola pouring out in a wave, white crested foam on top, the lid on top of the wave like a boogie/skate board]