Jamey Kirby of Las Vegas-based company Redux Beverages, the inventor of an energy drink called “Cocaine” that is being billed as “the legal alternative”, says he came up with the name during a brainstorming session at one in the morning.
Its provocative and instantly recognisable name, coupled with the claim that it is “350 percent stronger than Red Bull”, brought a flurry of visitors to the official website - it got over six and a half million web hits in an eight day period ending yesterday and crashed for a while - and is also garnering worldwide interest from the likes of England, Australia, Italy and Latin America; it is currently only available from bars and convenience stores in the metropolitan areas of New York and Los Angeles.
Its ingredients include caffeine, guarana, dextrose, taurine and various vitamins, with a secret ingredient to numb the throat. It is supposed to give you an initial big rush, with an energy buzz that follows soon after and lasts between five to six hours, but with no sugar crash. In short, it is a marketer’s dream, with the target market said to be partygoers.
Kirby has been quoted as saying that so far he has seen little controversy over the name. As news of this product filters out I think that will change, and not just because of its brand.
