COMPANY: Redux Beverages LLC, Valley Center, CA
CAN DESIGN: To be honest, with a name like Cocaine Energy the producers of this novelty could have had a generic looking can with plain, white letters and still sell their product. It's the name that counts. The can design itself is simple enough, the word Cocaine looking like it was drawn in chalk; possibly a bit hard to read on the shelves but once people do they'll check it out. It's one of those "WTF" moments.
Red was a good choice too since it's an alarmist color and the chalk lettering reminds you somewhat of a chalk outline in a police investigation (something I would build on for the website).
I might suggest evolving the can graphics in the future as the awareness grows, but for now I think as long as the name is clearly visible then that's all that's needed.
CAN DETAILS: 8.4 FL OZ, 70 Calories
PRICE: I can't say for sure on a single can. I was able to get a sample from the company since they weren't distributing this drink in singles as of the time of my inquiry. Now it's on sale at the website but not in singles. A sampler pack is 4.99 so that assumes each can is around 2.50--yikes. But who said cocaine was cheap? The price may come down as more brave shops decide to carry it.
WEBSITE: www.DrinkCocaine.com . With a concept this cool I wish Cocaine Energy would hire a website designer. The site is interesting because of the drink itself, including news, a blurb about a protest against the drink and some videos, but ultimately it's poorly crafted. Again, I'm sick of grays on energy drink sites because they remind me of cheap flash/html templates and the layout needs a professional hand. It may be just an issue of budget and time because their drinkcocaineshop.com has a better masthead and setup (still the damn grays though). Their homepage needs work, looks like half of a Myspace page, once you get inside the site things do improve a bit so I'm not trying to knock them too hard. If they want to evolve their business though, then invest in the website and definitely work on building content that Google will pick up on.
However, with that said... The fact that the site looks like it was done by an amateur designer may work in their favor. The whole concept is an illegal street drug so in order to sell it do you set up a fancy product site or do you keep your site looking like a crackhouse? People may like the idea that they're not buying the next commercially hyped drink from Coca-Cola (which oddly enough at one time had cocaine in it).
TASTE: This is where the Cocaine Energy Drink is original--or at least from what I've tasted of Energy Drinks thus far. You take the first sip and the taste is pleasant and mild, then a second later there is a hot, burning sensation in the back of your throat. Yes, you feel like you drank something illegal. Pure genius.
This is the kind of novelty drink that partygoers of all stripes will offer at their next big bash. The goal of course is to see the reactions of those individuals who have never tasted it.
AFTERTASTE: Yeah, it burns. Kind of like what spicy salsa does to you but a sweet taste or a sweet burn if you will.
SUSTAINED EFFECTS: Since it comes in a small can I didn't have any after effects. But I can imagine if you drank several cans you might get queasy. Normally I can guzzle a Monster Energy drink but with Cocaine Energy I've been sipping it. And there's another angle, instead of guzzling beer maybe Frat Boys will be doing Cocaine Energy shots. Hype Energy had the right idea with energy shots but not the taste. Cocaine Energy could be the one to pull that concept off. They could even increase the burning sensation, use half the size of the can they have now and call them Cocaine Extreme Energy Shots. Sold in packs, I'm sure party hosts would be in love with them.
OVERALL: Site needs work, but who cares. It's a great marketing idea: name an energy drink after an illegal substance. The controversy is built in. I can even see politicians demanding there be an age requirement on who can buy it--which of course would guarantee minors wanting to get their hands on it. Make no mistake, the drink is harmless except for the usual caffeine issues, it's the name that's dangerous.
WOULD I BUY IT AGAIN? Yes, but as a novelty for friends. This is not the kind of drink I would have in my fridge to go with a meal or casual drinking. It's the kind of drink you bring out to impress people and have fun with their reactions. It is my opinion, the first Party Energy Drink.

GENERAL COMMENTS: Cocaine Energy started ahead of the pack once they had the guts to go with the name itself. They've already separated themselves from all of the other energy drinks out there and I guarantee you their strongest ally will be the buzz the name generates. I'm not impressed easily but this is one drink with an unusual taste that matches the hype of the name. Let's see if they can build on the hype or if the novelty wears off.