• by Nina Lentini , February 6, 2008

Redux Beverages, which brought the world an energy drink called Cocaine before the FDA made it pull the product from store shelves, is back in business with an energy drink called ... Cocaine.

And this time, the marketing plans go beyond "free press."

Raymond Herrera of 3volution Promotions, marketing arm for Redux, tells Marketing Daily that in order to pass FDA muster, the company removed the tagline, which had been "the legal alternative," added an anti-drug warning label on the can and removed FDA-unapproved health benefits from its Web site.

Marketing efforts include TV ads, music tours and viral and street action.

The first tour Redux will sponsor will be a heavy rock tour with Dimmu Borgir and Behemoth titled "The invaluable darkness tour part 2-Legions of the chosen few," starting in Toronto and lasting for two months, including U.S. stops. Herrera says the company will work closely with Nuclear Blast Records. "The co-marketing with this tour will be magazine publications in the rock world, along with radio and television advertisements," he says.

"We have also built a social network, kind of like MySpace but built solely for Cocaine energy drink at drinkcocaine.com/social," he says, adding the company will have contests and giveaways for signers-on, offering Cocaine energy drink guitars, free cases of the stuff and even VIP tickets for sponsored and unsponsored concerts.

To help with direct sales, the campaign will include regional radio, print and other types of street promotions that will also tie in to the social network.

Recently, the company did a guitar giveaway with the rock band "God Forbid" for its upcoming DVD release for the second quarter of this year. That included Cocaine energy drink DVD inserts that give consumers a chance to win cases, merchandise and apparel.

Redux also plans on viral marketing through banner ads and other co-marketing viral campaigns with other bands and video game companies. And, as you can see, it has PR in the mix.