If you're looking for a little boost in your life, the newest energy drink to hit the market may be for you.
The new energy drink, made by Las Vegas-based Redux Beverages, shares its name with an illegal drug, cocaine. The company claims that Cocaine is 350 percent stronger than Red Bull, containing 280 milligrams of caffeine. The drink, which does not contain the drug cocaine, brings a "high" in five minutes, followed by an after-boost 15 minutes later. In addition, a secret ingredient is added to numb the throat, similar to the sensation created by the illegal drug.
I think the name of the drink, marketed as "the legal alternative," is inappropriate. The product, most likely targeted to teens and college students, may be sending the wrong message. The beverage comes in red cans, with Cocaine spelled out in what are meant to resemble lines of white powder. Although teens and college students know right from wrong, I think it's very possible that curiosity about the illegal drug and its effects could arise. Especially among those who become addicted to the drink, because they like the way it makes them feel.
From a public relations and marketing point of view, I think Redux Beverages has done a good job of created a clever and unique name; however, the product's name is a controversial. I don't think it will be long until people, parents especially, will push to have the product removed from the shelves. In turn, Redux Beverages may suffer significant losses.
ABC News Article about Cocaine
1 comment:
I had never heard of the energy drink, but after reading your post I looked it up online. I can't believe that it is legal to name it Cocaine! That is pretty insane. I think you are right about it being a unique marketing campaign. It will probably only appeal to the college-aged market. I can definately imagine UF students drinking it in a bar on University.
I believe it is getting a lot of coverage and was even featured on the Daily Show this year. In the ABC article it said the drink was being sold in bars and convience stores in New York City. I wonder if the product will be sold in more all gas stations and bars like red bull is. I also read that 7-Eleven pulled the drink from its shelves because, like you stated, parents were not happy with the labeling.
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