Redux Distributors launched Cocaine Energy Supplement in 2006 without much fanfare until we, by chance, met a reporter from the New York Post who asked if they could write an article.

Following the article, almost every news agency in the country did a story and in the next few months, the brand reached close to 140,000,000 people and the coverage provided us with over $40,000,000 in free advertising.

Which was a good thing because we started the company with a group of dedicated folks, but not a lot of cash. In the beginning, we only had enough money to produce an initial run of 10,000 cases of product.

During the news coverage, the phones rang 24/7 and we quickly needed to figure out how we would meet overwhelming global demand for the product.

What we initially came up with was an unlikely solution, the “Two-Can Box” . . .