Redux's Cocaine Energy Drink to Go Nameless

14/06/07 Redux Beverages announced that its world-famous energy drink Cocaine would take on a new name, or rather a lack thereof. In a move unprecedented in the cluttered energy drink market, Redux will soon allow its users to individually decide what they want the drink to be called. The new packaging will feature a white "billboard" and copyencouraging the user to name it, write on it and brand it. In addition Redux will produce a line of stickers, presented via new in-store displays, to be placed on the cans just in case the user needs a little "help" naming it. Some sticker examples are "Banned by The Man," "Screwed" and "Censored." An ongoing naming challenge on the website will also be part of the effort.

The impetus for the name change came from political threats from the FDA and several state attorneys general. In May, Redux announced the new name was going to be Censored, but later decided to go a different route, "one that was a lot more fun and engaging" said Redux founder Jamey Kirby.

Mr. Kirby went on to say, "People are tired of all the expected, fake and silly testosterone-fueled, balls-to-the wall goofy names out there. We saw this as an opportunity to put the name of the drink in the hands of the user. Let them decide what they want to call it. We felt this was the best way to maintain the rebellious and fun spirit that the Cocaine brand is."