IN the middle of each year, for the past 22 years, the team at Merlo Coffee have copped flack for their iconic, instantly recognisable, blue logo.
It's at this time of the year that there's a war where colour denotes allegiance - the most competitive and formidable Rugby League clash in the world.
It is State of Origin.
In this war, Queenslanders wear maroon as a tattooed confirmation of birthplace.
New South Wales, on the other hand, steal the Merlo blue.
"Merlo Coffee has been blue for 22 years, blue is in our branding DNA, it's how we are recognised and loved in a competitive world," Dean Merlo said.
"But we've had enough; every State of Origin season we have New South Wales supporters coming in, declaring Merlo a cockroach supporter, a true-blood blue, and it's devastating to me, to our team and to everything Merlo stands for as a proud Queenslander.
"We have to stamp Maroon on Merlo to answer Billy Moore's inspirational half time call in Game 1 State of Origin 1995, to stand as tall as the King at Suncorp Stadium and state our intentions - that we are a Queenslander!"
This year Merlo will change all takeaway cups in their retail stores over to maroon from May 26 to July 11, the period of the three games this year (May 28, June 18 and July 9), making every single cup a Collector's Edition.
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