Nervousness fills your body as you crack open the can. Looking inside at the pink liquid, you’re overcome with excitement as you wonder how it’s going to taste, what it’s going to be like, and what you will be like afterwards.

With one sip, a powerful rush of zesty fruits takes hold of your body; it tingles your mouth and numbs your throat. And, just like that, you’ve done Cocaine – not the illegal substance, but a new energy drink on the market that is sure to add some pep to your step.

Drinkcocaine.com does issue one warning, however: “Warning! You are about to experience the highest energy content of any energy drink on the market today! It’s 350 percent greater than The Bull!”

And weighing in at 350 percent stronger than Red Bull, this rookie energy drink is causing quite a stir.

“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,” according to Drinkcocaine.com.

And after just one sip, as you exhale, an atomic mushroom cloud is just what you expect.

But, the hype surrounding this drink is about more than the amount of caffeine it contains; it’s about the use of the name, “Cocaine,” and the way in which the energy drink may act as a gateway to the actual drug.

“We created Cocaine, in large part, because those that analyze the energy drink industry itself described energy drinks as ‘Speed in a Can’ and ‘Liquid Cocaine.’ We thought, why beat around bush?’ Why not just call an energy drink what is already being alluded to,” Drinkcocaine.com said.

Jonathon Owens, a graduate of UNCW with a master’s degree in business administration, said, “The name has the potential to increase sales since people might purchase the drink simply by curiosity, however, negative associations with the name could cannibalize sales. Ultimately, whether the drink will make it or not depends on its quality.”

And, whether it’s good publicity or bad publicity, the drink is creating publicity all the same.

Charlie Williams, a UNCW student, doesn’t seem to have problem with the drink’s name.

“I think it’s a successful marketing scheme. The name, having either a good or bad connotation, has us talking, and it’s selling drinks,” he said.

Currently, Cocaine is only sold in New York, California and Florida, but eventually, Cocaine dealers could be in your backyard. The company plans to distribute the drink across the country and on the Internet soon.