2008 Woodie Awards
Cocaine Pulled From 7-Eleven Shelves
Rochelle Siegel
Issue date: 11/6/06 Section: News
What is one way to stand out in the market of energy drinks? Design a drink in which the can is bright red and spell out the name of the product, Cocaine, in what appears to be lines of white powder.
Energy drinks are often characterized as being like liquid cocaine or speed in a can so the company decided not to beat around the bush and just call the product what everyone was going to call it anyways, Cocaine.
The product was recently pulled from the shelves of the 7-Eleven convenience store because of the products name and the controversy that goes along with that.
The product is a high-caffeine energy drink. Each 8.4 fluid ounce can contain 280 milligrams of caffeine, that is more than a cup of coffee, a can of soda or any other energy drink. Instead of being sweetened with High Fructose Corn Syrup, like many other energy drinks, Cocaine is sweetened with Dextrose, which is a simple sugar.
Based on sales, it appears that the target audience of the new energy drink is teens. This has upset parents around the nation. After receiving several complaints from parents 7-Eleven decided to act.
A spokesperson from 7-Eleven believes that the products name promotes an image that the company does not want to be associated with.
The drink is marketed as the legal alternative to the drug, but the image promotes bad behavior.
The drink was first released in August in New York and California but is now available in more than half a dozen states, The drink was pulled from the shelves in some New York stores after complaints were made by local politicians.
The creators of the drink knew it was going to be a controversial and provocative product. They also want people to know that they are not glorifying the use of illegal drugs. They feel that kids know the difference between a drug and an energy drink.
Energy drinks are often characterized as being like liquid cocaine or speed in a can so the company decided not to beat around the bush and just call the product what everyone was going to call it anyways, Cocaine.
The product was recently pulled from the shelves of the 7-Eleven convenience store because of the products name and the controversy that goes along with that.
The product is a high-caffeine energy drink. Each 8.4 fluid ounce can contain 280 milligrams of caffeine, that is more than a cup of coffee, a can of soda or any other energy drink. Instead of being sweetened with High Fructose Corn Syrup, like many other energy drinks, Cocaine is sweetened with Dextrose, which is a simple sugar.
Based on sales, it appears that the target audience of the new energy drink is teens. This has upset parents around the nation. After receiving several complaints from parents 7-Eleven decided to act.
A spokesperson from 7-Eleven believes that the products name promotes an image that the company does not want to be associated with.
The drink is marketed as the legal alternative to the drug, but the image promotes bad behavior.
The drink was first released in August in New York and California but is now available in more than half a dozen states, The drink was pulled from the shelves in some New York stores after complaints were made by local politicians.
The creators of the drink knew it was going to be a controversial and provocative product. They also want people to know that they are not glorifying the use of illegal drugs. They feel that kids know the difference between a drug and an energy drink.
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