In case you missed it, a company is marketing a highly caffeinated soft drink under the brand name Cocaine. It has, as it expected to, raised media ire. It's a piece of red meat for politicians like those in the New York City council who called a press conference to denounce the product.

A publicist sent me a comment by the CEO of Corebrand, which helps companies "measure, understand, craft and express their corporate brands."

"These people deliberately and thoughtfully developed a product brand with the very purpose of creating controversy as a way of marketing their products," writes Jim Gregory. "It really is outrageous. I hate to be contributing to their message by commenting on their outrage, but I feel compelled as a branding professional to respond. This product has no redeeming qualities and should be shunned, but it will probably be successful."

I must admit that it never dawned on me that this product would be successful. I figured it would have its 15 seconds and fizz out. Are were really as stupid as some marketers think we are?

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