Don’t Bonk.
In 1999, energy bar producer PowerBar ran an advertising campaign with the tagline “DON’T BONK.” To “bonk” is to experience a sudden loss of energy or exhaustion, brought on by failure to eat and drink enough, during a race. The ads featured athletes (runners, bikers, etc.) who would come close to winning a race only to have victory suddenly (and humorously) snatched from them because they lacked the energy to push all the way through. The claim was that a PowerBar would provide the needed substance to help you push through to the end, allowing you to claim victory.
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