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Presented by:Umaid Ishaqui
Introduction of Cocaine Energy Drink
• Manufacture by Redux Beverages.
• Introduce in September 2006
• Flavor's introduce cherry and cinnamon
• Rivals are red bull, Monster energy and others energy drinks
•
Reasons of failure
• The Food and Drug Administration (FDA) issued a warning statement to Cocaine energy drink about promoting the product “as an alternative to an illicit street drug.”
• In may 2007 its out from stores nationwide because of its name and marketing strategy.
Re-introduce
• In 2008 they changed the name temporarily to ‘No Name’ and made label corrections
• After eight or nine months they had no issues at all.
• But than FDA come with another objection related to there font type, they said though this can they ‘cut’ like a razor.
What they Do• Cocaine energy drink added a “humorous slogan” to “Cocaine” cans
explaining that the beverage did not contain the illegal drug cocaine
• After all this FDA sent a letter and closing the case.