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

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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.