The re design of the 'Relentless' drink into a smaller and more ergonomically friendly size is a good step towards drawing in more of the energy drinks market. The small sized can re-enforces the promotional push for it still having great impact just like the regular sized cans.
By just changing the shape of the product it has gained more appeal for women as the can is easy to carry around and loses all connotations of it being a male driven product as the original can was the same size as a beer can.
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