Whenever a product becomes trendy, leave it to a marketing nut to take the trend a bit too far. Then, leave it to a like-minded PR practitioner to blunder through the media backlash.
The most recent (and perhaps overexposed) of these cases is the frenzy surrounding Cocaine. No, not the hard, illegal drug that will drain your pocketbook; the illegal-sounding energy drink that only drains the already empty reputation of PR.
Many PR/Marketing blogs have condemned Redux Beverages, the drink’s producer, for the unethical name, as well as Redux’s decision to change the name after an FDA warning letter issued April 4.
In the letter, the FDA writes that Cocaine claims to be a dietary supplement, but it is also marketing itself as a street drug alternative. The FDA states that because of its association with recreational illegal drugs, Cocaine cannot be marketed as a supplement to the diet.
The FDA lists several slogans from Cocaine’s own Web site as examples of its “street drug alternative” marketing, including “speed in a can,” “liquid cocaine” and “the legal alternative.” The letter also notes the typography of the drink’s name on the can: “cocaine” spelled out in “white, granular writing.”
I checked the Cocaine site out of disbelief. Sure enough, I found remnants of these slogans (which were obviously edited after the letter), but I also found even more shocking material. The site also includes videos of the drink’s consumers and supporters, declaring themselves free speech advocates.
One of the videos features a young man who claims that Starbucks coffee contains more caffeine than Cocaine, but complains that it doesn’t suffer the same criticism. True, but last time I checked, Starbucks doesn’t sell “meth” frapuccinos or “heroin” au laits.
Another video on the site is a genuine documentary clip about the history of cocaine (the drug) and famous, historical figures who used it, such as Thomas Edison and Mark Twain. Hmm…what does this have to do with an energy drink?
Another clip features young, college-age boys in a mock-sitcom snorting white powder and pressuring friends to try it. One of the boys responds, “If it’s good enough for my friends, it’s good enough for me!” before ingesting a line. Fortunately, the boys offer a disclaimer at the end: you don’t have to get high on illegal drugs, you can also get wasted on beers! The energy drink is nowhere to be seen.
Despite all of the FDA criticism, Cocaine has many supporters: more than 8000 MySpace friends. In Cocaine’s MySpace blog, founder Jamey Kerby encourages these friends to save the drink by writing e-mails “telling us that you know our drink is not a drug and that you know that it is not intended to get you high (which it is not). It is an energy drink like all of the other energy drinks.” Sure, it’s like all the other drinks, so much so that it needs an irresponsible name to make a profit.
In the blog post, Kerby also addresses one of the infamous slogans: “the legal alternative.” He says, “Please take note that the phrase ‘The Legal Alternative’ is used to convey the message that our energy drink is an alternative way to be ‘cool’ without having to do illegal drugs or get high. We do not advocate drug use; that would not be responsible.”
Mr. Kerby, your site speaks for itself. If you want your product to ever see supermarket shelves, here’s my advice: change more than the name.
The most recent (and perhaps overexposed) of these cases is the frenzy surrounding Cocaine. No, not the hard, illegal drug that will drain your pocketbook; the illegal-sounding energy drink that only drains the already empty reputation of PR.
Many PR/Marketing blogs have condemned Redux Beverages, the drink’s producer, for the unethical name, as well as Redux’s decision to change the name after an FDA warning letter issued April 4.
In the letter, the FDA writes that Cocaine claims to be a dietary supplement, but it is also marketing itself as a street drug alternative. The FDA states that because of its association with recreational illegal drugs, Cocaine cannot be marketed as a supplement to the diet.
The FDA lists several slogans from Cocaine’s own Web site as examples of its “street drug alternative” marketing, including “speed in a can,” “liquid cocaine” and “the legal alternative.” The letter also notes the typography of the drink’s name on the can: “cocaine” spelled out in “white, granular writing.”
I checked the Cocaine site out of disbelief. Sure enough, I found remnants of these slogans (which were obviously edited after the letter), but I also found even more shocking material. The site also includes videos of the drink’s consumers and supporters, declaring themselves free speech advocates.
One of the videos features a young man who claims that Starbucks coffee contains more caffeine than Cocaine, but complains that it doesn’t suffer the same criticism. True, but last time I checked, Starbucks doesn’t sell “meth” frapuccinos or “heroin” au laits.
Another video on the site is a genuine documentary clip about the history of cocaine (the drug) and famous, historical figures who used it, such as Thomas Edison and Mark Twain. Hmm…what does this have to do with an energy drink?
Another clip features young, college-age boys in a mock-sitcom snorting white powder and pressuring friends to try it. One of the boys responds, “If it’s good enough for my friends, it’s good enough for me!” before ingesting a line. Fortunately, the boys offer a disclaimer at the end: you don’t have to get high on illegal drugs, you can also get wasted on beers! The energy drink is nowhere to be seen.
Despite all of the FDA criticism, Cocaine has many supporters: more than 8000 MySpace friends. In Cocaine’s MySpace blog, founder Jamey Kerby encourages these friends to save the drink by writing e-mails “telling us that you know our drink is not a drug and that you know that it is not intended to get you high (which it is not). It is an energy drink like all of the other energy drinks.” Sure, it’s like all the other drinks, so much so that it needs an irresponsible name to make a profit.
In the blog post, Kerby also addresses one of the infamous slogans: “the legal alternative.” He says, “Please take note that the phrase ‘The Legal Alternative’ is used to convey the message that our energy drink is an alternative way to be ‘cool’ without having to do illegal drugs or get high. We do not advocate drug use; that would not be responsible.”
Mr. Kerby, your site speaks for itself. If you want your product to ever see supermarket shelves, here’s my advice: change more than the name.
2 comments:
I first bumped into this drink today, and I thought it was a joke at first. A stupid joke.
this drink sounds quit good but change the name its just daft
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