Sorry but I had to take advantage of the name just like they did. From Aimee Evans: Seems that word of mouth marketing for the most-talked about energy drink Cocaine got their buzz from a $40 courier fee to the New York Times. I’m thinking about maybe sending the times a case of my “evolvor” energy drink as well. “It’s, uh, really really bad for you–so bad you should write about it in your newspaper (don’t forget the URL)!”