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Redux beverages promote controversial energy drink in a full-fledged marketing campaign

BY Diana Alickaj

MURRIETA, Calif. An energy drink named Cocaine, a Redux beverages product, is relaunching in a big way since the Food and Drug Administration had the company pull the product. Rather than being quietly stacked in the corner store, Redux has initiated a powerful marketing campaign that includes TV ads, music tours and, of course, the Internet.

In order to trudge ahead with the campaign, the company had to accommodate many new guidelines that were set by the FDA. According to published reports, the company had to remove the tag line “the legal alternative,” along with adding an anti-drug warning label and removal of FDA-unapproved health benefits from its website.

According to Raymon Herrera of 3volution promotions, which markets for Redux beverages, the company will sponsor a two-month tour with Dimmu Borgir and Behemoth that will start in Toronto and include several U.S. stops.

The company is also working with Nuclear Blast records, where “the co-marketing with this tour will be magazine publications in the rock world, along with radio and television advertisements,” stated Herrera. Also, the company has decided to indulge in holiday selling as well. As advertised on its Web site, there is a promotion for a Valentine’s Day Gift Pak, which includes eight cans of the energy drink, two T-shirts, and a general gift box, which can be found on Drinkcocaine.com.

The Cocaine brand also has its own social networking site, which can be looked at as a “myspace” for the drinkers of Cocaine. The option to be part of the social network is on the site itself. The Company is also set to have a storm of contests and giveaways for people who sign up to the “cocaine community.” These would include, according to published reports, Cocaine energy drink guitars, free cases of the drink and even VIP tickets to sponsored and non-sponsored events.

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Rafael Roman appointed New York metro region sales manager of Purple

BY Jenna Duncan

Rafael Roman appointed New York metro region sales manager of Purple The maker of Purple antioxidant energy drink, Purple Beverage Co., this week announced the staff addition of Rafael Roman as New York Metropolitan Area regional sales manager. Roman comes to Purple after spending several years as territory manager with POM Wonderful.

At POM Wonderful, Roman handled numerous accounts, introduced new brands and packaging to accounts and supervised sales personnel.

Prior to serving at POM, Roman was distribution supervisor and business development manager at Odwalla (owned by The Coca Cola Co.).

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Coca-Cola purchases 40 percent stake in Honest Tea

BY Drew Buono

ATLANTA Coca-Cola and Honest Tea have completed an agreement that gives Coca-Cola about a 40 percent interest in Honest Tea, with the potential to buy the remaining shares of the company. The current deal was valued at $43 million with the right to purchase the rest of the company in three years, according to the Wall Street Journal.

Honest Tea has been around for 10 years and has produced organic beverages, which have brought it into being one of the top-ranked tea brands in the natural foods channel, according to SPINscan.

“Honest Tea is on the forefront of the rapidly growing organic beverage business, and [founder and chief executive officer] Seth Goldman and his management team have successfully anticipated and met consumer needs in this expanding category,” said Deryck van Rensburg, president and general manager of venturing and emerging brands at Coca-Cola North America. “This transaction is a superb example of our mission in venturing and emerging brands to seek out and invest in the best beverage entrepreneurs and the highest growth-potential beverages.”

One of the company’s newest products is Honest Kids, a line of low-calorie organic thirst quenchers sold in 6.75-ounce pouches, which was launched last year.

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