I recently wrote about the movie Idiocracy with Luke Wilson and urged some of you to get it. Well if you ever actually saw it you will recognize the fictional Brawndo softdrink from the future. Well, 20th Century F0x and Redux Beverages LLC teamed up to make the real life Brawndo which is available as of December 15th. It is a peculiar move by the studio to allow its production, considering they pretty much slipped this instant classic movie straight to DVD under the noses of the public, but that is another topic.

Tasteless joke, or marketing genius?

Redux Beverages LLC, from Las Vegas, is the same company that delivered us “Cocaine” energy drink, a product that was pulled off the shelves for FDA violations regarding its name. The brainchild behind these edgy-branded direct marketing schemes is a man with an impressive and respectable resume named Clegg Ivey. One day he just though it would be cool to name a soft drink “Cocaine.” Brawndo’s contents by the way: 200 milligrams of Caffeine, Taurine, Inositol, Guarana, and of course Electrolyes – no high fructose or corn sugar (huh?).

The hands that shook in order to make this deal happen include Omni Consumer Products Corporation, whose company slogan is: “We do what we must, because we can.” In other words, “we will b-slap you with our slogan if you front – and name our soft drink ‘Cocaine’, because we must.” Their website is suspiciously void of much information.

I lean towards marketing genius. Check out their shopping cart website which allows you to also join Brawndo on Facebook and MySpace. The underground buzz created by this movie, and now this drink are making people attempt Brawndo diets and blogging the experience. If Brawndo becomes the next Coke, we are headed one step closer to Mike Judge’s vision of the future.