Redux beverages promote controversial energy drink in a full-fledged marketing campaign

MURRIETA, Calif. An energy drink named Cocaine, a Redux beverages product, is relaunching in a big way since the Food and Drug Administration had the company pull the product. Rather than being quietly stacked in the corner store, Redux has initiated a powerful marketing campaign that includes TV ads, music tours and, of course, the Internet.

In order to trudge ahead with the campaign, the company had to accommodate many new guidelines that were set by the FDA. According to published reports, the company had to remove the tag line “the legal alternative,” along with adding an anti-drug warning label and removal of FDA-unapproved health benefits from its website.

According to Raymon Herrera of 3volution promotions, which markets for Redux beverages, the company will sponsor a two-month tour with Dimmu Borgir and Behemoth that will start in Toronto and include several U.S. stops.

The company is also working with Nuclear Blast records, where “the co-marketing with this tour will be magazine publications in the rock world, along with radio and television advertisements,” stated Herrera. Also, the company has decided to indulge in holiday selling as well. As advertised on its Web site, there is a promotion for a Valentine’s Day Gift Pak, which includes eight cans of the energy drink, two T-shirts, and a general gift box, which can be found on Drinkcocaine.com.

The Cocaine brand also has its own social networking site, which can be looked at as a “myspace” for the drinkers of Cocaine. The option to be part of the social network is on the site itself. The Company is also set to have a storm of contests and giveaways for people who sign up to the “cocaine community.” These would include, according to published reports, Cocaine energy drink guitars, free cases of the drink and even VIP tickets to sponsored and non-sponsored events.