Redux Beverages LLC and Cocaine Energy Drink
Redux Beverages LLC is a Las Vegas-based manufacturer of ‘energy drinks.’ Energy drinks are rapidly overtaking soda as the beverage of choice amongst young consumers (Redux Beverages, Official Website, 2013). Redux’s founder and president is James Kirby. The company is privately-owned and financials are not available for public consumption. It is a relatively small ‘upstart’ company and has only recently begun to challenge Red Bull and the producers of other caffeinated, bottled drinks in the market.
As is exemplified in its ‘edgy’ name, the company caters to young consumers, specifically to students, club-goers, and others for whom staying up for long periods of time is desirable. “The little, two-dollar-plus, red can of ‘Cocaine’ is an energy booster drink that can be found in convenience stores, like 7-11” and looks fairly similar to other energy drinks, except for its unusual name (“New ‘Cocaine’ energy drink causing controversy,” ABC, 2006). Cocaine is also marketed in the form of energy ‘shots,’ which can be consumed by people who primarily want the high of caffeine rather than desire to actually drink a beverage.
Market/situation analysis: ‘5 C’ analysis
Cocaine is relatively new in the energy drink market, compared with its competitors Red Bull and Rock Star. It was originally released in 2006 (New ‘Cocaine’ energy drink causing controversy,” ABC, 2006). Its name, a reference to an illegal stimulant drug, is a clear ploy to gain attention in a crowded marketplace. The company already has a substantial presence on social media via Facebook and Twitter. Rather than stressing particular physical benefits of the drink or its taste (since the target consumer is presumably not particularly health-conscious or primarily focused on this aspect of drinking the beverage), Cocaine is marketed as an ‘attitude,’ suggesting that its primary users are ‘hardcore’ and willing to take risks. The fact that the beverage gives the throat a burning sensation supposed to mimic actually taking cocaine even suggests that users of ‘real’ cocaine are being specifically enticed to drink it.
Cocaine is distributed through an increasingly wide array of states and marketing channels — the most recently-advertised new venue is that of New York State. Although energy drinks are sold in grocery stores as ‘food,’ other popular places to buy them include convenience stores like 7-11 and gas stations. These drinks are often impulse buys, bought ‘when needed’ and not part of a routine shopping trip, although some regular consumers of the beverages may buy them at a grocery store.
At present, this young company is still struggling for sponsorship. One recent alliance it has formed is with an alternative radio show. According to the company website, “One of our very first sponsorships, and a continuing sponsorship, is with the guys over at Morning Show Central. Cocaine Energy sponsors the show ‘Uncensored Net Noise'” (Redux Beverages, Official Website, 2013). The idea of being ‘uncensored’ and on the cutting edge of music or talk radio fits in well with a drink that is often consumed by musicians, clubbers, and students either staying out late or coming back from a late night.
Within the energy drink market there are a number of potential consumer profiles. People use energy drinks as a quick pick-me-up because they either do not like coffee or because they need more caffeine than the average ‘cup of Joe.’ Common consumers include people working very long hours (such as truck drivers); students; and club-goers. All of these persons will have a slightly different demographic profile in terms of how they buy the drink and why. Another subset is people who use the drink as performance enhancement, such as those who work out at a gym frequently. However, they all share a common feature: consumers of Cocaine obviously cannot be squeamish about the potential ethics of naming an energy drink after an illegal substance. They like the fact that the drink has a slightly ‘contraband’ image. While “critics have been saying its name advocates drug use, and because of that concern, some stores are pulling it off their shelves,” its apparent exclusivity may be an asset amongst target users (New ‘Cocaine’ energy drink causing controversy,” ABC, 2006).
According to reviews of the product on Amazon, a typical positive review gushed: “the first Cocaine I ever drank, I was seriously buzzed. My body was shaking and I had a numb, tingly sensation, but it felt amazing. I didn’t have a ridiculous jittery energy high, but a focused high where I felt I could focus on video games for the rest of the night or write a long essay” (“Cocaine Energy Drink,” Amazon.com reviews, 2013). (the reference to video games also underlines that the target demographic is disproportionately likely to be male). Naysayers said they disliked the ‘cough syrup’ taste and the price (although they noted it was comparable to other competitor’s beverages like Rock Star and Red Bull). But the caffeine high was largely indisputable for most reviewers.
All energy drinks, to some degree, market themselves as non-mainstream beverages, given the target demographic. The names Red Bull and Rock Star and 5-Hour Energy all suggest a certain level of stimulation beyond that of ordinary coffee and beyond what is ordinarily recommended for health. But Cocaine takes this a step beyond. Also in competition with energy drinks are more standard ways of ingesting caffeine, including coffee and soda. The closest competitor is that of Red Bull, an established energy drink that has a more mainstream image (and which sponsors a number of ‘respectable’ organizations, such as a soccer team). In contrast, Cocaine “promises the drinker will achieve a high, followed by a caffeine boost 15 minutes later that could last up to five hours. The drink also includes an ingredient that slightly numbs the throat, adding an oral sensation like the drug cocaine, and has caffeine content that is 350% stronger than its leading competitor, Red Bull” (“FDA finds Cocaine energy drink illegal,” CADCA, 2007).
While soda consumption is down amongst the target young demographic coveted by energy drink companies (in part because of the availability of more potent substances like Red Bull and Cocaine), Redux is also seeking to encroach upon the market of soda consumers. It is test-marketing “Cocaine Black Cola, a drink with a cinnamon and cola flavor that will be sugar free and have about half the caffeine of a regular Cocaine drink or shot” (Thompson 2012:1). In contrast to regular Cocaine, which is primarily being marketed as a stimulant, this drug will be marketed as a weight loss supplement. “According to the company founder: “This new drink will have ingredients in it that studies have shown assist the body in burning calories” (Thompson 2012:2). This new beverage will enable the company to compete in several different new market segments, expanding the product’s appeal to females in particular regarding its weight loss enhancement potential. Conventional cola drinkers, who would shy away from drinking full strength Cocaine might also be willing to give the drink a try.
Unsurprisingly, government regulators and opponents of energy drinks were not pleased by Cocaine when it was first released. Although the beverage was never formally recalled, the FDA declared the beverage illegal when it was released and demanded the company reframe its marketing position in the form of a warning letter. “The FDA said the makers of the drink illegally marketed the drink as a street drug alternative and a dietary supplementâ€¦.the FDA cites as evidence the drink’s labeling and Web site, which include the statements ‘Speed in a Can,’ ‘Liquid Cocaine’ and ‘Cocaine — Instant Rush.’ In addition, dietary supplements cannot carry claims to prevent or treat a disease — something only drugs can do, according to the letter” (“FDA finds Cocaine energy drink illegal,” CADCA, 2007). The FDA also said it did not include “adequate directions for its intended uses” (“FDA finds Cocaine energy drink illegal,” CADCA, 2007). To cope with the FDA uproar, Cocaine was forced to add a “humorous sloganâ€¦explaining that the beverage did not contain the illegal drug cocaine” (Thompson 2012: 1).
But although government regulations have occasionally thwarted Cocaine, other developing conditions have enhanced its appeal. It has a vibrant social media presence. Its ability to engage with users, posting pictures of people getting Cocaine under a Christmas tree or making edgy status updates that play upon the company name, has been a boon to the company. Also, given that availability has been challenging in some areas, given that Cocaine has been pulled from the shelves by retailers who have had customer complaints about the name, social media enables loyal patrons to more easily find where Cocaine is being sold.
The driving tangible reason that consumers buy Cocaine is primarily its caffeine content. Taste is hardly an issue, given that many loyalists prefer shots rather than actual drinks. The main reason people consume energy drinks is for the caffeine ‘buzz’ and Cocaine offers more ‘bang’ for the ‘buck’ consumers shell out to buy such drinks. Cocaine is priced relatively similarly to other energy drinks. In terms of the intangibles of marketing its main value besides additional milligrams of caffeine is its playfully anarchic image. Consumers who want to transcend the legal limits of what is considered healthy and acceptable to purchase are likely to reach for Cocaine. The FDA’s stern rebukes to the company only add to its outsider appeal.
“Cocaine Energy Drink.” Amazon.com reviews. [2 Apr 2013]
“FDA finds Cocaine energy drink illegal.” CADCA. 2007. [2 Apr 2013]
New ‘Cocaine’ energy drink causing controversy. ABC. 24 Oct 2006.
[2 Apr 2013] http://abclocal.go.com/kgo/story?section=news/local&id=4690059
Redux Beverages. Official Website. [2 Apr 2013]
Thompson, Rick. “Controversial Cocaine energy drink back on shelves.” Country Times.
12 Jun 2012. [2 Apr 2013]
Get Professional Assignment Help Cheaply
Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?
Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.
Why Choose Our Academic Writing Service?
- Plagiarism free papers
- Timely delivery
- Any deadline
- Skilled, Experienced Native English Writers
- Subject-relevant academic writer
- Adherence to paper instructions
- Ability to tackle bulk assignments
- Reasonable prices
- 24/7 Customer Support
- Get superb grades consistently
Online Academic Help With Different Subjects
Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.
Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.
While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.
Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.
In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.
Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.
We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!
We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.
Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.
What discipline/subjects do you deal in?
We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.
Are your writers competent enough to handle my paper?
Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.
What if I don’t like the paper?
There is a very low likelihood that you won’t like the paper.
- When assigning your order, we match the paper’s discipline with the writer’s field/specialization. Since all our writers are graduates, we match the paper’s subject with the field the writer studied. For instance, if it’s a nursing paper, only a nursing graduate and writer will handle it. Furthermore, all our writers have academic writing experience and top-notch research skills.
- We have a quality assurance that reviews the paper before it gets to you. As such, we ensure that you get a paper that meets the required standard and will most definitely make the grade.
In the event that you don’t like your paper:
- The writer will revise the paper up to your pleasing. You have unlimited revisions. You simply need to highlight what specifically you don’t like about the paper, and the writer will make the amendments. The paper will be revised until you are satisfied. Revisions are free of charge
- We will have a different writer write the paper from scratch.
- Last resort, if the above does not work, we will refund your money.
Will the professor find out I didn’t write the paper myself?
Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.
What if the paper is plagiarized?
We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.
When will I get my paper?
You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.
Will anyone find out that I used your services?
We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.
How our Assignment Help Service Works
1. Place an order
You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.
2. Pay for the order
Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.
3. Track the progress
You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.
4. Download the paper
The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET A PERFECT SCORE!!!