Does the success of the energy drink Cocaine really surprise anyone? For an energy drink to get awareness in a market that is dominated by Red Bull and outspent on advertising by Coca-Cola for their drink Full Throttle, they had to do something that captured attention. I have to say, I am not sure how I feel about this. That our kids our asking for an energy drink called Cocaine in clubs. Is this a gateway drink? The writing on the can even looks like cut lines. A recent article on Media Post talks about the fact they have sold out of their inventory and the most startling fact, they have spent less than $40.00 US on marketing. Thats right, I didnt leave any zeroes out. And that cost was to courier a case to the New York Post. A pure PR play.
But this is a marketing ploy similar to the now dead OJ book strategy. The more negative press, the more people that will want to buy it. Every person that comes out and speaks against it, is just selling more cases of the product for the company.
Genius marketing or irresponsible? You decide. 
[wire] stone is uniquely ranked on both Top 50 lists for BtoB and Advertising Age's Integrated Marketing and Interactive Agencies. We're also in the top 2% of marketing services agencies in the United States ranked by billings. 
