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The secret lemonade drinker is absent from R White's new campaign by 101, which marks the Britvic brand's return to advertising for the first time - aside from some brief activity in 2012 to promote R White's ice lollies - since the popular, long-running 1970s spot.

The new print executions give a middle finger to heritage and put the spotlight back on the product. Old black-and-white photographs are overlaid with brash headlines and colourful images of the cans. The work, which promotes three new flavours, will break on 31 July. It was created by Serhan Asim and Jack Willoughby.