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May 11, 2007

Do the Marketers of Cocaine Need a Naming Company?

cocaine.gifNobody will miss the stupidly named Cocaine energy drink, which clearly gets the dumbest product name award for 2007 thus far.

Cocaine was pulled off the shelves a few days ago after the FDA stepped in...its name and its motto (“Speed in a can”) manages to be inaccurate, misleading and a not-so-subtle promotion of drug use to what is clearly a teenage target market.

On top of that, the company was crudely copying Coca-Cola’s colors, meaning that if the FDA didn’t put a stop to things, Big Red probably would.

Today there will be a press conference in California announcing the drink’s new name. Don’t expect much better, although naming your drink after an illegal narcotic is what I might call “suicide by product naming”, so stupid that it must have been a publicity stunt.

An interesting article in the online edition of the Atlanta Journal Constitution describes how difficult it is for new soft drink brand names to survive out there.

It seems that jarring, niche names that really stand out are the way to go if you are starting without brand recognition — think SoBe and Fuze. Three others that were profiled include Red Toe (ouch), Crunk and Fever.

All of these, by the way, are better than Cocaine.

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Posted by William Lozito at May 11, 2007 9:16 AM
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