Cocaine is back in business

In a crowded engergy drinks market, one way to get your brand to stand out from the crowd is to name it - well, Cocaine.

Originally marketed as the "legal alternative", the Redux Beverages had to call a halt to its launch when the FDA made it pull the product from store shelves. This time the brand promises to remove the tagline, add an anti-drug warning label on the can and remove FDA-unapproved health benefits from its web site.

Redux is promoting the new Cocaine with everything from a Valentine's Gift Pack to a social networking site, which lets Cocaine fans upload videos, develop their own Cocaine profile and blog, and meet other Cocaine addicts. According to this article in Markeitng Daily, the brand will also be promoted through sponsored rock concerts, radio and television advertisments and viral marketing through banner ads and other co-marketing viral campaigns with heavy metal rock bands and video game companies.

Let's hope the Cocaine launch makes it to the party this time around. Cocaine deserves at least a few good months before the FDA sends the brand back to rehab.