A few months ago, I was in my local Isla Vista convenient store when I stumbled across a product that appeared to be called “Cocaine”. The label was definitely eye catching- the appeal was both risqué, intriguing, inappropriate, and perhaps even a little offensive. I was forced to take a second glance, walk over and read ingredients, and roll the perspiring red cylinder in my hand with an air of fascination. I ended up buying the product out of curiosity.
Companies have been getting this exact same kind of attention robbing reaction for decades using sexual advertisements. Sex sells. It’s a time tested, market proven strategy. But is it possible that drugs have the same effect?
2 can, 5 can, 3 can, 10 can. Ah, I do enjoy a good stereotype from time to time. The mayor says “The bottlers ought to have their heads examined”- ironically, I think he’s only propagating the product’s awareness by giving it attention. Perhaps he should focus his energies on more pertinent issues. On a personal aside, I think anyone who thinks some external influence is going to “screw their kids up” is asinine. Their will always be negative influences in life, instead of trying to sugarcoat everything that comes into your child’s life, why not just educate them and let them decide. They will have to one day anyway. Train your kids to be adults, not ignorant.
I assumed the Cocaine energy drink was a gimmicky fad aimed at rebellious High School kids and curious buyers such as myself. The drink had apparently been phased out of most stores and campuses due to its controversial name. I had forgotten about this product entirely until last week I when stumbled across yet another racy energy drink- Blow. This product pushed the drug glorifying aspect to a whole new level. Blow comes in a very suggestive small plastic vile, and contains a crumbly white powder that you mix with water, although the graphics on the package hint at cutting it in dry snortable lines. Even I thought it was a bit much. And yes, Blow also got a sale from me.
Careful, according to this reporter if you mix this caffeinated substance with another caffeinated drink this means there will be more caffeine.
Whether or not these branding tactics are ethical is another discussion. It is undeniable that these products are receiving more publicity than your average RockStar. When you have a new product in a low cost market, any publicity is good publicity. I truly believe that all the media coverage surrounding these “controversial drinks” has merely fueled product awareness and sales.
The bottom line is these drinks (minus their branding and about 100mg of extra caffeine) are no different from a slew of other energy drinks on the market. Their names, however, have given them a competitive advantage.
