In September and October, Trend Hunter Jeremy Gutsche was posting about the launch of the "Cocaine Energy Drink".
Cocaine, made by Redux Beverages LLC, caused quite a stir because of its brand name and the marketing tactics used to promote it. Though there is no actual drug in it, Redux promoted it as "the legal alternative," even spelling out the logo with a white, powdery font resembling the drug.
In recent days, a rumour has circulated that Cocaine will no longer be available on the market after recent complications with the FDA.
A press release issued today, however, confirmed that the rumours were false and that Cocaine hasn’t been banned by the FDA.
Redux was sent a letter by the FDA regarding the language used in marketing the energy drink. Slogans such as "speed in a Can," "Liquid Cocaine" and "Cocaine – Instant Rush" belonged to the controversial phrases that put the company in the hot seat.
The good news is that Redux agreed to comply with the FDA’s requests, and beverage sales will continue. Cocaine is lucky to survive in this highly competitive industry. There were about 500 energy drinks launched last year, the majority of which are targeted at teens and young adults.
Cocaine Is Legal (FOLLOW UP)
Energy Drink Not Banned Despite Rumours
Trend Themes
1. Energy Drink Marketing Language Scrutiny - The FDA's letter to Redux over the marketing language of Cocaine energy drink opens up opportunities for disruptive innovation in energy drink marketing.
2. Competitive Energy Drink Market - The highly competitive energy drink market creates opportunities for disruptive innovation in product formulation and branding strategies.
3. Health Concerns Surrounding Energy Drinks - The growing health concerns surrounding energy drinks create opportunities for disruptive innovation in creating healthier, more natural energy drinks or alternative energy sources.
Industry Implications
1. Beverage Industry - The beverage industry is facing pressures from regulatory bodies and consumers, creating opportunities for disruptive innovation in product development and marketing strategies.
2. Marketing Industry - The scrutiny over Cocaine energy drink's marketing language highlights opportunities for disruptive innovation in the marketing industry to balance creativity with regulation and social responsibility.
3. Renewable Energy Industry - The growing health concerns surrounding energy drinks indicate an opportunity for disruptive innovation in the development of alternative, healthier energy sources for consumers.