Cocaine Goes Up In Smoke

Earlier this week Cocaine energy drink was pulled from the shelves nationwide after public outrage and legal sanctions. Redux Beverages LLC has stated that they will be repackaging the beverage and releasing it in three weeks time. Insider reports discovered that it appears they will be renaming the beverage Smoke, perhaps in the hope that a more ambiguous reference to a narcotic will allow them to fly lower under the public radar. Regardless, sensationalistic names are hardly a new phenomena in the energy drink industry which sports products like Beaver Buzz and Sumpoosie, and while Cocaine

is the first to reference an illegal drug, is it possible to use an “in your face” name to generate more than just controversy?

In interviews creator James Kirby claimed that by naming the energy drink Cocaine it opened up the opportunity for parents to talk to their children about drug use, but when pressed to explain how, James Kirby came up empty. However, in response to being questioned about the purpose behind the name of his own controversial beverage, Mark Michael Lewis, the creator of Nuclear Waste Antidote energy drink, said, “I don’t see anything inherently wrong with naming an energy drink after something that is going to generate attention. If you are going to us provocative name, the key is to have meaning behind it that makes a positive difference. Irony requires that the shocking brand have a substantive message and not just something that is ‘in your face.’"

Inline with this idea Nuclear Waste Antidote invites consumers to “Raise Your Awareness” around nuclear issues. The company supported forum website www.RaiseYourAwareness.com offers resources and surveys of major nuclear issues including nuclear medicine, environmental issues, and nuclear power. Additionally a portion of all profits from the sale of Nuclear Waste Antidote goes to support organizations that Raise Your Awareness on nuclear issues.

“We wanted to make a splash, but in a good way,” continues Lewis, “By combining social activism with consumer products, we can keep the issue in the public sphere every time someone sees or uses the drink. We hope to blaze a trail for a new type of conscious consumerism.”

For more information visit www.SmartPowerDrinks.com or to schedule an interview with Mark Michael Lewis call 415-692-3370.