The Coca-Cola Company is seeking to block Cocaine’s spread in Chile
You’ve heard of Red Bull, but there has been another energy drink around for the past few years called Cocaine. It’s made by Redux Beverages and came out in 2006 calling itself the “legal alternative” to the real thing. Yeah, right. The drink contains 280 mg of caffeine per can – the equivalent of 3 cups of coffee. Instead of sweetening it with high fructose corn syrup, Redux uses dextrose. Add a little food coloring and some other chemicals and voilà – you have Cocaine.
It’s All About Marketing
Everyone wants to get in on the $620 million energy drink market because the profit margins are high – around 50%. The only way to distinguish one drink from the other is with the name and marketing. Obviously the company hit a goldmine with the name and sold $1.5 million worth of Cocaine In the first three months.
Then the problems started. The U.S. Patent Office refused to give Cocaine federal trademark protection forcing Redux to either rename the product or sell outside the U.S. It chose to sell outside the U.S. Let’s face it, the drink is nothing more than another can of caffeinated sugar water. Without the name, there nothing there, there.
Now comes the news that Coca-Cola Company is seeking to block Cocaine’s spread in Chile. Coke has filed opposition to Cocaine’s trademark there, claiming that “the referenced trademark would infringe fair competition” and “lead consumers to confusion.”
James Kirby, co-founder of Cocaine maker Redux Beverages, says Coke’s opposition is absurd considering that Chile doesn’t require trademark registration to sell beverages there. What’s more, Coca-Cola hasn’t opposed Cocaine in its trademark filings in the U.S. or in Mexico.
The irony is rich, considering that the secret to Coca-Cola’s early success was its cocaine content.
It has been estimated that John Pemberton’s original “Coke”, as it was nicknamed, contained almost 9 milligrams of cocaine per glass. But caffeine increases the effect of cocaine and most customers usually drank more than one glass of Coke; sometimes several throughout the day. Three Cokes would provide roughly 30 milligrams of cocaine, which compares with the 20 to 30 milligrams normally “snorted” in a day by a contemporary cocaine user. So it shouldn’t be a surprise that Atlanta’s soda fountains soon became almost as popular as its saloons.
Anyway, enjoy Eric Clapton – Cocaine: