On September 25, 2006, a new Las Vegas based brewing company – Redux Beverages launched a new energy drink called Cocaine. Since the first days on the market the drink has become very controversial. The public didn’t have a problem with the content of the new beverage, which is very similar to Red Bull or Monster. It was its’ name that people didn’t really feel quite right about. Redux Beverages’ CEO and inventor of Cocaine, Jamey Kirby thought that naming an energy drink after a dangerous narcotic was “a fun name”, the public, however, did not agree (“Cocaine drink claims” 2006). The negative publicity that Redux Beverages received as a result of the launch of new product led to the eruption of a reputational crisis. The public accused Redux Beverages of promoting and
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