High on 'Cocaine'

Is caffeine a drug? I know the piercing headaches I get at the base of my skull when I miss my morning coffee would lead me to say, "yes." Is teen coffee drinking a bad thing? It's certainly not the worst thing they could be doing - especially when it's social. I know I felt somehow older when my friends and I would order coffee. But what about drinking 5 cups of espresso in a row to get a jolt of energy? That's the effect this new energy drink called "Cocaine" is promising.

The message is clear — just read the energy drink's website under the heading "The Legal Alternative":

"Cocaine - Instant Rush. NO Crash!

Warning! You are about to experience the highest energy content of ANY energy drink on the market today! 350% greater than The Bull!

Cocaine is not just a re-hash of existing drinks: It is a completely unique new formula - it tastes like a fireball, a carbonated atomic fireball!

The question you have to ask yourself is: 'Can I handle the rush?'"

What's fascinating and weird is that there is also a link called "Charity" that lists drug treatment programs and organizations like MADD and DARE.

So the whole marketing effort plays on drug metaphors using words like "Dealers" to find out where you get it, but is also trying to include an anti-drug message even though it's being marketed to party goers hinting that it can be consumed with other substances to keep you going. While this whole product and the marketing of it makes me uncomfortable, I think teens will completely go for it despite (or because of) the controversy it's sure to provoke. Of course they have a MySpace page, too. What do you think?

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