Redux Beverages in Las Vegas debuted its new beverage at NYC Fashion Week this week: “Cocaine.”
The beverage, targeted at party-goers (really? why?), is supposedly 3.5x stronger than Red Bull (its inventor, Jamey Kirby, says it is “350 percent stronger,” because, you know, that sounds like more), and — get this — has a secret ingredient to imitate the mouth- and throat-numbing properties of actual cocaine.
Their website looks pretty low-budg, which is fine, because you don’t really need a complicated marketing strategy when you’ve named your product after the hippest life-destroying addictive illegal drug on the market. You know everyone at Hansens is slapping their foreheads this week. “Fuck, dude, what were we thinking? Monster? Shit.”
I think we’re seeing a resurgence in the marketing-by-controversy approach, between this and Survivor: Racist. I hold Ann Coulter single-handedly responsible.