Issue date: 9/11/08 Section: Editorial/Opinion

Question: What kind of energy drink is best?

One that you can get mailed to you in a white Styrofoam box? One that's comparative in size to a brick covered with a large scorpion sticker and contains several vials of white powder that are accompanied with a mirror and a credit card? Or one that can "give you wings" and found in the refrigerated section of various grocery and convenience stores?

If you're thinking that this is a ridiculous question, think again, because a very controversial energy product that targets young adults and teenagers as cocaine users, and health-wise is dangerous, could lead the average consumer to wonder if it's better than the rest.

The energy drink, "I Love Blow" was named after the well-known street name for cocaine. Creator of the drink, Logan Gola, when interviewed by Angelica Thornton and KATU Web staff in Portland, Ore. said he's targeting the "ultra-hip party crowd" with the controversial product that's meant to be funny.

The advertising tactic is to come off humorous, but how far is too far? Has funny crossed the line? In my opinion, it has.

I find many things funny. Things I'm sure most of you would find unfunny. For example, bodily functions are a topic I find funny that others might not. But energy drinks being marketed as cocaine to attract an age group that I'm a part of and am supposedly active in using is something I really don't find funny - weird.

Adults 18 and older are to find this form of advertising sexy and edgy. Yes, the powdered sugar look on the nose is one I try to achieve every morning with my donut. And, of course, I know I'm not the only one dying to take the spot of Kate Moss after she retires or be the back up singer for Amy Winehouse. Maybe the whole fake cocaine thing really is a great idea - or not.

Much controversy has risen among parents, drug activists and the Food and Drug Administration concerning the advertising strategy used and the amount of caffeine contained in the energy drink.

Parents and drug activists are worried the target audience really isn't the 18 and older crowd, but more the middle school and junior high group. I Love Blow has a page on MySpace that promotes the drink and displays scantily dressed women (for reasons unknown) on the main page along with the vials of powder on other pages. A number of individuals in their 20s do use MySpace, however a large number of younger users can be found as well.

Teenagers are in an impressionable stage of their life and susceptible to the "funny" advertising I Love Blow offers. MySpace is used by people of all ages. A younger individual might want to be cool like the people on the page and buy into the whole cocaine advertising ploy. And buy into it they probably will, which is why I can see the concern brought up by parents and activists.

Not too long ago I remember when candy cigarettes first hit the shelves. I won't lie; my eyes were attracted to them. Cigarettes were continually being preached to me about how bad they were and basically a tool of the devil. Unfortunately, I was curious.

I did end up trying the naughty candy and discovered it tasted awful, and also have tried real cigarettes and generated the same reaction. Could there be a connection? Did the candy cigarettes make me want to try the real thing?

Both instances provided a rush. From my own experience, if anything provokes kids, teens or young adults to try the energy drink or the real thing, it'll be the rush and the curiosity behind it.

Curiosity killed the cat for a reason and the advertising of the products feeds more into that curiosity.

Even if the cocaine advertising aspect of this product doesn't bother you, the issues it has with the FDA and its nutrition facts should.

According to a February ABC News article, "The FDA wants Blow to rehab image," the energy drink is an unapproved drug and doesn't have an FDA-approved application that legalizes its sale. Also, the amount of caffeine used in this drink is ridiculous! According to the I Love Blow Web site, the nutrition facts state there are 240 milligrams of caffeine in one serving size, or one vial. The article by Thornton and KATU Web staff wrote that that amount is equivalent to seven cans of Coke! Seven!

If the world was to end it would probably be from everyone drinking Blow and bouncing the Earth out of the solar system because they're so strung up on caffeine. But in all seriousness, products like this, though to some might be humorous, are embarrassing to our culture and dangerous to our future generations.

In the TV show "The Office" Dwight K. Schrute said when getting interviewed by the camera crew, "Whenever I'm about to do something, I think, 'Would an idiot do that?' And if they would, I do not do that thing."

I encourage you to take the same route … if an idiot would do it, don't.

Saeger is a senior print journalism major and Showcase editor for The Spectator.

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