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“Cocaine,” an energy drink marketed by a Las Vegas company as a “legal alternative” to the actual drug, is being forced to change its marketing approach by the US Food and Drug Administration (FDA).

Ironically, Ad Age reports that Wrigley’s new mojito-flavored gum is under attack by the Marin Institute, a watchdog group, for appealing to children with an alcohol-themed product.

Wrigley argues, according to Ad Age, “that mojito flavor has transcended alcohol and become a wider phenomenon, used in sauces, salsas, marinades and even scented candles,” and compares “mojito to the pina colada, another cocktail flavor that's found a life outside the bar.”

FDA told Redux Beverages in a letter that it is illegally marketing the beverage because the company has been making health claims that are prohibited under the law. The company has 15 days to explain to FDA how it plans to change its advertising and marketing.
KC's View:
This strikes us a slap on the wrist, sort of like convicting Al Capone for tax evasion.

Then again, it may be beyond the FDA’s jurisdiction and powers to send Redux’s executives to hell for exploiting young people and creating the illusion that somehow an illegal drug that ruins people’s lives can be cool.

We remain stunned by the audacity of Redux’s approach. This is a company that spells out the name of its product on the can in what clearly looks like white powder.


Now, about Wrigley…this won’t win us any fans there, but we think that in the broader scheme of things, the company has to rethink this product. We live in a country where too many young people – an astonishing number – are experimenting with alcohol. Common sense and vigilance are called for. And maybe, more importantly, leadership.