Created by: Roose Launched: March 2002 Today's young women are far too cool and resourceful to queue for a club on a night out, according to these ads. Moreover, if they drink Reef, they can metamorphosise into fluid shapes to snake around obstacles to get to the bar. Their asertiveness is further emphasised when one removes a man's boxer sorts from under his clothes. The fruit juice flavours position Reef as a women's brand and this campaign is definitely pitched at younger females. It makes a change from the previous, controversial, male-oriented campaign showing scantily-clad, exotic lovelies dancing the Maori Haka. {{P&P }}