The sun never sets during the summer in Barrow, Alaska, some 1,000 miles north of Anchorage. The residents there go almost three months without night, trudging through one excruciatingly long, 1,992-hour day. To give them some energy to make it through, Jolt has arrived in town, declaring itself “the official drink of the summer solstice.” The admiration is mutual. “We will not stand idly by and let the citizens of Barrow go uncaffeinated through their 1,992-hour day,” Jolt says. Barrow mayor Michael Stotts (pictured here) replies, “The residents of Barrow have been working longer and playing harder from all this sunshine. We need an energy boost from Jolt!” (John Cimperman, a partner from Cenergy, the marketing agency involved, is also in town—and probably wondering why his clients can’t organize something in Hawaii.) The town has also renamed itself Jolt (temporarily) because, really, there’s not much to do up there. Unless some moose break into the crates of Jolt that were airlifted in. That could shake things up, though probably not in a good way.

—Posted by David Gianatasio