It's only been around for a few years, but Phusion Projects and its frat boy founders know a good marketing opportunity when they see it. While the word spreads about the danger of their supersized alcopops (versions of previous alcoholic energy drinks that no longer contain caffeine, but still pack the equivalent of nearly five beers into one big 23.5 ounce can), Phusion found a chance to try to look like a corporation that cares: a new product line in a slightly smaller can! Complete with a cutesy name! Phusion’s new line – the cheeky-sounding Poco Loko – could very well convince youth that they can drink more cans of it without risk to their safety or health. However, at 16 ounces and 8% alcohol by volume, one can is the equivalent of more than 2 beers. The high alcohol level plus the sickly-sweet flavors that mask the alcohol taste is a dangerous combination, packaged in cans perfectly sized for shotgunning and drinking games. We wonder how parents of the students attending this local Chicago preschool and kindergarten feel about their corporate neighbor grabbing the name for this new line of products.
It seems like Phusion Projects has forgotten the U.S. Federal Trade Commission's 2010 advice that the marketing for Phusion's supersized alcoholic energy drinks was potentially unfair and deceptive due to the size and alcohol levels of its products. The new Poco Loko line still contains more than two standard drinks in one single-serving container. The FTC should open an investigation of the marketing and sales of supersized alcopop products, including this new Poco Loko line, to protect consumers and public health.
Phusion may seek to convince the public that their products are smaller and less potent to increase unit sales, but the public knows better. Like Sparks, Tilt, Joose and Blast, this Four Loko mutation is still a supersized alcopop that packs a big punch. Even with a label that says "poco."
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