Tartan

Issue date: 11/3/06 Section: Op-Ed

Media Credit: Susan Sieber [Click to enlarge]

Ever since the introduction of Red Bull, energy drinks have become the popular way to energize oneself. Since its American debut many companies have tried to replicate its success and although few have accumulated marginal success one company believes that they have what it takes to be the next big thing for students trying to squeeze some more time into the day.
"The Legal Alternative" is the marketing slogan for the world's newest and most controversial energy drink, Cocaine. The opening lines of their website www.drinkcocaine.com dictate;
"Warning! You are about to experience the highest energy content of ANY energy drink on the market today! 350% greater than The Bull!
Cocaine is not just a re-hash of existing drinks: It is a completely unique new formula - it tastes like a fireball, a carbonated atomic fireball!
The question you have to ask yourself is: "Can I handle the rush?""
Unsurprisingly enough, the drink has created lots of controversy, obviously anything named after an addicting, illegal, and crippling substance would. Reactions have ranged from amusement to outrage.
City Councilman James Sanders of Queens New York is quoted in the online news source, Gothamist.com, as saying;
"There are only two reasons that you would seek to use this infamous and insidious name to market your so-called energy drink. Either you are woefully ignorant of the horrors of the cocaine addiction, or your god is the dollar bill, and not even human life is more sacred."
While this reaction is obviously one outrage it is not without merit. The Creator of the drink, James Kirby, chose the name of the drink because he believed that his company was just being honest about what the sole purpose of an energy drink is; to be a liquid rush and also that they have full confidence in people's ability to distinguish their product from the controlled substance that inspired the name.
But is that really all? In response to the outpouring of accusations of promoting the controlled substance the company posted this response on their website;
"[Unlike many in the nation] we think that kids today are neither ignorant, nor uninformed. As a matter of fact, we think that you are the brightest and most informed generation in the history of the world. How else would you be able to navigate your way to our MySpace?"

Continued...

Page 1 of 2 next >

Article Tools