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Redux Beverages recently announced it will rename its Cocaine energy drink, following a declaration by the US Food and Drug Administration that the company's marketing campaign is illegal because the name glamorized illegal drug use.

Redux wanted it both ways: coyly and irresponsibly promoting the drink as a drug "alternative," then hiding behind the fact that it's just a Red Bull competitor when anyone complained. What's next? Energy bars called Heroin?

They are the advertisements you remember. Whether Benetton's unpleasant images or the provocative play on FCUK, shock tactics will always win column inches. But what does offensive advertising do for the brands?

The new name will be "Censored," because it has the "same rebellious and fun spirit" as the old name.

The drink has over 1100 milligrams of caffeine, among the highest in its class. Just like Red Bull, RockStar, and Monster, it will contain other energizing ingredients like taurine and gaurana.

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Is Sicily having an identity crisis?

Padova formed the Passionate Minds (its real name is the slightly stodgy-sounding Sicilian Heritage Fund) with artisan chocolatier Franco Ruta and the two recruited one of the island's pre-eminent historic photographers, a professor of architecture and aestheticism in Milan, a food historian, and the island's most famous chef. They range in age from late-20s to well into the golden years.

The group's main goal is what Padova calls "preservation of cultural heritage," which he breaks down into monument restoration, museum financing, and promotion of Sicily's gastronomic past and future. In a larger sense, they're also trying to put the idea of what Sicily is—the Sicilian brand, if you will—back on track.

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Do Something is an an online community that empowers young people to change the world. They offer a place to connect people who want to make the world a better place.

Do Something Mission:
We believe young people have the power to make a difference. It is our aim to inspire, support and celebrate a generation of do-ers: people who see the need to do something, believe in their ability to get it done, and then take action.

Currently Do Something tackles many issues that affect the global community including: Smart Driving, Animal Welfare, Child Hunger, Global Extreme Poverty, Discrimination, Teen Homelessness, Body Image, Drug Abuse, Recycling, Genocide in Darfur.

The Do Something website is a community where young people learn, listen, speak, vote, volunteer, ask, and take action to make the world a better place. Currently, only 23% of this generation actively volunteers. Their hope is to create a do something generation: a world where more than 51% of young people are involved with community action.

Visit the Do Something Website for inspiration:
LINK

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The hot new food trend in the Bay Area is that trendy restaurants now offer glorified tap water.

Sustainable-dining pioneer Chez Panisse has opted for filtered municipal water, carbonated on-site. The reason: It takes a lot of energy to create a bottle of water and ship it from Europe to California.

Chez Panisse's decision to swap Perrier for public water highlights how quickly the culture surrounding food, drink, and the environment has shifted. Not long ago, bottled water represented the height of urban sophistication. Today, bottled water is just another cog in the carbon-spewing, globe-warming industrial machine. There is a growing conflict between those who want to drink clean, pure water and those who want to breathe clean, pure air.

LINK

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The first televised award show about changing the world.
The BRICK Award celebrates young people making the world a better place.

The BRICK Award accepts applications from citizens and permanent residents of the Unites States and Canada. All BRICK Award winners have a shot at US$25,000, international recognition, and pro bono legal services.

By celebrating and spotlighting young stars of social change, the BRICK Award creates a whole new breed of role models who aren't famous for what they wear (or don't) or who they date.

LINK

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