Professor blasts ethics of marketing "dangerous" Cocaine energy drink
Michael Peek
Issue date: 11/30/06 Section: News
GENESEO, N.Y. - The high-caffeine energy drink Cocaine has been rapidly spreading around the country since its introduction to the U.S. market a few months ago. The trend concerns School of Business assistant professor Ian Alam. Alam is researching the ethical issues involved in the marketing of the drink by conducting focus group interviews with consumers and by talking to managers at other energy drink companies.
The drink contains 3.5 times more caffeine than leading energy drink Red Bull, which Alam said is being marketed to college students even though it's dangerous. Alam's primary concern is what he sees as the deceptive marketing strategy being pushed by the company, Redux Beverages of Las Vegas, Nev.
The Cocaine energy drink carries the tagline "the legal alternative," and comes in a red can with a white logo meant to resemble the drug. "These drinks are largely targeted to college students, who use the drinks to stay awake at night in order to study or just have fun," said Alam.
Alam stated that the popularity of energy drinks has risen very quickly. "This whole train started with Mountain Dew. They came up with a very successful high-caffeine drink, and many companies have since improved on their model. Red Bull is probably the best and most well-known example of energy drinks on the market today," he said.
Alam noted the company's advertising practices with disgust. "The people behind Cocaine have a very clever marketing scheme. Everything needs to be unique in marketing. You have to break through the clutter of all the other marketing campaigns to be successful. This drink has certainly done that."
According to ABC News, the drink's inventor James Kirby says the name came to him during a brainstorming session at 1 a.m. "It's an energy drink, and it's a fun name," says Kirby. "As soon as people look at the can, they smile."
According to a Geneseo Office of Communications and Publications press release, "An 8.4-fluid ounce can of the drink contains 280 milligrams of caffeine, compared to 80 milligrams of caffeine in an 8.3-fluid ounce can of Red Bull." Alam is concerned college students and other consumers will forget about the health risks involved with consuming energy drinks when they are met with the clever marketing scheme of Cocaine. Such health risks include heart irregularities, nausea, vomiting and electrolyte disturbances. In addition, Alam says, energy drinks are particularly dangerous when consumed with alcohol.
The drink contains 3.5 times more caffeine than leading energy drink Red Bull, which Alam said is being marketed to college students even though it's dangerous. Alam's primary concern is what he sees as the deceptive marketing strategy being pushed by the company, Redux Beverages of Las Vegas, Nev.
The Cocaine energy drink carries the tagline "the legal alternative," and comes in a red can with a white logo meant to resemble the drug. "These drinks are largely targeted to college students, who use the drinks to stay awake at night in order to study or just have fun," said Alam.
Alam stated that the popularity of energy drinks has risen very quickly. "This whole train started with Mountain Dew. They came up with a very successful high-caffeine drink, and many companies have since improved on their model. Red Bull is probably the best and most well-known example of energy drinks on the market today," he said.
Alam noted the company's advertising practices with disgust. "The people behind Cocaine have a very clever marketing scheme. Everything needs to be unique in marketing. You have to break through the clutter of all the other marketing campaigns to be successful. This drink has certainly done that."
According to ABC News, the drink's inventor James Kirby says the name came to him during a brainstorming session at 1 a.m. "It's an energy drink, and it's a fun name," says Kirby. "As soon as people look at the can, they smile."
According to a Geneseo Office of Communications and Publications press release, "An 8.4-fluid ounce can of the drink contains 280 milligrams of caffeine, compared to 80 milligrams of caffeine in an 8.3-fluid ounce can of Red Bull." Alam is concerned college students and other consumers will forget about the health risks involved with consuming energy drinks when they are met with the clever marketing scheme of Cocaine. Such health risks include heart irregularities, nausea, vomiting and electrolyte disturbances. In addition, Alam says, energy drinks are particularly dangerous when consumed with alcohol.
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Cliffside Malibu
posted 11/30/08 @ 8:39 PM EST
From the legal alternative to the illegal one is just one step. It's unacceptable though when a teacher is the one commercializing them. Instead of teaching them to keep away from drugs of any kind because they are very harmful, he's the one selling them?
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