The debate over the name of the 51FIFTY energy drink and whether it’s offensive to people with mental health issues has taken an unusual twist, The Fresno Bee reported April 5. The Livingston, California–based energy drink landed in the spotlight two weeks ago when Save Mart said it was pulling the drink from its shelves in response to pressure from mental health advocates, several of them from Fresno. The advocates said the drink’s name and the “Live The Madness” slogan printed on the can contribute to the stigma faced by people dealing with mental illness. Police and first responders use the term “5150” in situations when a person “as a result of a mental health disorder is a danger to others, or to himself or herself, or gravely disabled.” Carlos Vieira, 51FIFTY CEO, refuses to change the name. According to the drink’s website, the name represents “a person who never quits, meets all challenges head on, doesn’t feel fear, pushes the limit and is crazy enough to chase his or her dream.”