Red Bull has concocted an advertising campaign to take the edge off their otherwise edgy, acidic, heart-racing drink.  Apparently, getting people all hopped up on energy and making peoople jump off piers with fake wings isn’t the branding image they’re going for.

Rather, they’re trying to cultivate a more organic, natural, healthy look with this new ad in which a can of Red Bull is lovingly cradled in a handmade wooden box surrounded by its 17 “natural ingredients,” which are presumably found somewhere in here:

Carbonated water, sucrose, glucose, sodium citrate, taurine, glucuronolactone, inositol, niacin, D-pantothenol, pyridoxine HCL, vitamin B12, natural and artificial flavors, colors, caffeine.

In any event, the case is pretty cool, so we can’t knock them too much for that.