Everyone wants to be smart. We think it’s overrated. We say, dare to be daft. Embrace your inner birdbrain. Behave like a space case. Embark on an odyssey of reprehensible tomfoolery to achieve unapologetic muddle-headedness. Be an airhead. It feels better -- lighter, springier, like a cherry flavoured candy treat from your childhood, something you could never get enough of. And that’s what effervescence is all about.