Cocaine goes no-name

By Clarisse Douaud

- Last updated on GMT

Related tags Energy drink Energy drinks Coffee Drink Fda

The saga of the Las Vegas energy drink formerly known as 'Cocaine'
is continuing, with the product undergoing a second name change in
the space of a month.

Redux Beverages has announced its energy drink is now 'nameless', after temporarily being dubbed 'Censored' due to its ban by the US Food & Drug Administration (FDA). The company represents a marketing extreme for the successful category of energy drinks - often accompanied by edgy campaigns - and has struggled to find the balance between using shock-value to attract consumers without overly shocking the authorities. The new no-name approach appears to be the latest step in the company's growing pains. "We felt this was the best way to maintain the rebellious and fun spirit that the Cocaine brand is,"​ said Redux founder James Kirby. The manufacturer said the drink's new packaging will feature a white background with the label "insert name here" to incite consumers to brand it themselves. Redux will provide a line of stickers - with names such as are "Banned by the man," "Screwed" and "Censored" - in store displays, to encourage consumers to name the beverage themselves. "We saw this as an opportunity to put the name of the drink in the hands of the user,"​ said Kirby. "Let them decide what they want to call it." ​ In April, the FDA issued a final letter to Redux after warnings the energy beverage was being illegally marketed as a street drug alternative and dietary supplement. The maker of the controversially named energy drink announced in May it would temporarily halt distribution of its product, after FDA and other government branches threatened action. "Street drug alternatives, i.e., products that claim to mimic the effects of recreational drugs, are not intended to supplement the diet and, as a result, cannot lawfully be marketed as dietary supplements,"​ wrote FDA in its April 4 warning letter to Kirby. Redux has maintained a brash and defiant tone throughout the proceedings and name changes. In homage to the fallen name, the company displayed the words "R.I.P Cocaine energy drink Sept. 2006 - May 2007,"​ on its website, while devising what was then to be the product's renaming as "Censored". Redux also indicated in the past that it would challenge FDA for its right to name its product as it sees fit. "Redux intends to challenge the FDA allegations, but until such time as Redux wins that challenge, Cocaine​ Energy Drink, which was well on its way to becoming a contender against energy drink goliaths…will not be available for sale in the United States under that name,"​ said Redux in a previous written statement.

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