Cocaine Pulled from Retailer Shelves, Will be Resold as Crack
on 5/8/2007 (1)
An energy drink called Cocaine has been pulled from stores nationwide amid concerns about its name said Redux Beverages LLC of Las Vegas, Nevada, makers of the drug-inspired beverage. The company plans to sell the drink under new name, Crack.
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The Food and Drug Administration issued a warning letter last month that said Redux was illegally marketing the drink as a street drug alternative and a dietary supplement when it had none of the narcotic or weight loss affects of true cocaine.
The FDA cited as evidence the drink's labeling and Web site, which included the statements "Speed in a Can," "Liquid Cocaine" and "Cocaine – Robert Downey Jr. is doing it, so should you."
"Our product doesn't have any cocaine in it," said Redux partner Clegg Ivey. "We wanted to have cocaine in it, but then it would have been illegal to ship our product in the United States and that would eliminate our key demographic. Instead, we opted to give people the next closest thing, and maybe give the people that were on the edge of trying cocaine an extra step before taking the final plunge."
The Connecticut Department of Consumer Protection, working side by side with the FDA, pulled 300 cases of Cocaine from state stores on April 23, saying Redux Beverages must contain at least 50% cocaine to be marketed as cocaine.
"Some people in the FDA seemed to have a problem with the name Cocaine," Ivey said. "We can't distribute our product when regulators in the states and the FDA are saying that if you do this, you could go to jail. So we choose to use Crack instead."
"Our main complaint about Cocaine is its name and marketing strategy which leads people to believe they are taking an illegal street drug when is really just a combination of horse tranquilizers, caffeine, and orange food coloring," said Connecticut Attorney General Richard Blumenthal.
Of the new name Crack, Blumenthal simply stated, "I like it, it’s about time someone makes a tribute drink for plumbers."
The energy drink is the first product marketed by Redux, which wanted to keep the name Cocaine because it fits with the company's hardcore drug addict approach, Ivey said.
"Anyone that doesn’t think drug addicts get thirsty is an idiot," he said. "And our market, primarily folks from ages 20 to 30 who listen to heavy metal music and trade Pokemon cards, they love the ideas, they love the name, they love the whole campaign."0"<
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