Celsius is acquiring the Rockstar Energy brand in the U.S. and Canada from PepsiCo as part of an agreement between the two companies to expand their partnership.

PepsiCo is leaning further into energy drinks, increasing its stake in Celsius Holdings to 11% in a $585 million deal.

The earliest ads were basically radio spots with visuals. And from today’s vantage point, early-1960s Pepsi TV ads look nearly Victorian.