COCAINE - DRUG, NOT DRINK

It's not surprising that a product that prided itself for being known
as "liquid cocaine" received so much attention from the Food and Drug
Administration (FDA).

The FDA sent a letter to Redux Beverages LLC citing that Cocaine
Energy Drink has illegally marketed itself as a street drug
alternative and dietary supplement, effectively ending Cocaine Energy
Drink's run before it began.

Redux Beverages changed the name from Cocaine Energy Drink to Censored
in light of the recent events. It's not fair to deprive the world of
"speed in a can."

Cocaine Energy Drink wanted nothing more than to create a high selling
product that also happened to be highly addictive (the people at
Marlboro Cigarettes also have this problem). Not only is the name
inappropriate, Cocaine Energy Drink's marketing exclusively to
teenagers is ethically wrong.

Redux Beverages claimed it was 350 percent stronger than Red Bull and
is a legal alternative to the drug cocaine.

From a marketing standpoint, the name was provocative, explicit and
controversial. That combination will always sell a product, but it is
not necessary to name any product after a hardcore drug.

While some might think the name was cool and would've bought Cocaine
Energy Drink because of it, people should look past the name and
realize that the name (cocaine) is in itself its sole quality
(addictive). The name smacks of sensationalism and media outlets are
right to condemn it.

The name is one thing, but marketing to teenagers is another. Cocaine
Energy Drink banked on teenager's disposable income, as the companies
main revenue. Cocaine Energy Drink's MySpace page proudly proclaimed
its fanbase is largely teenagers. Their stance could've been, "why
wait to get drunk at 21 or get yellow teeth and a fuzzy tongue at 18
when you can get a dangerously high sugar rush with an addictive
drug-equivalent product, which reeks havoc on your liver, heart and
kidney whenever you want?"

It's probably not in Redux Beverage's best interest to have a product
that associates teenagers with drug use.

If Cocaine Energy Drink (or "Censored" as it's called now) prides
itself on its addictive quality as a legal drug, then sanctions should
be made against it. There is an age limit to alcohol and tobacco; one
should be made for a product that claims to be stronger than both of
them.

Combining this with Cocaine Energy Drink's stance that drugs are cool
gives the impression that Redux Beverages preyed on the young and
uninformed for a quick buck.