Lets not read too much into the new design. If it gets RMH into the big boxes, great. Otherwise, trying to market the product to the wrong people like old conservatives, and children, will not work. Moms will not let their kids drink caffiene energy drinks, and conservatives may or may not change their long held beliefs. Furthermore, the face of the company needs to be younger.sorry, not to be discriminatory, but close your eyes, think of Red Bull. The images that come to mind for me are the younger generation drinking and partying at a beach club, not some old guy from Thailand (the founder)...

Just my thoughts.
Oh, and im long term.