An energy drink called Cocaine created quite a buzz before the FDA pulled it from stores. Now, it s back but this time with changes that allow it to meet the FDAs requirements: It removed the tagline the legal alternative, added an antidrug warning label on the can, and removed FDA-unapproved health benefits from its Web site.77 Is this not-too-subtle reference to underground culture a reasonable marketing strategy? Why might it succeed? Should other companies emulate it? P-45