On Friday, Danny Leigh at the Guardian linked to and excerpted from my post about Brawndo, the fictional scourge of mankind from Idiocracy, which Fox has allegedly inked a deal to produce as a real-life energy drink. Admittedly, the story does seem a little too future-world-y, irony-oblivious, Baudrillard-rolling-in-his-grave-y to take at face value, and the Guardian commenters expressed doubts.

“Er, hang on a second, is Brawndo really really real?” asked commenter JohnCooperClarke. “Have a look at the manufacturer listed at the bottom of the page - it’s Omni Consumer Products. From Robocop. A fictional big nasty corporation. Mind you, I had to Google to make sure that somebody hadn’t opened a real OCP…”

As I went on to comment on the post, I’m not sure what the deal is with OCP. They do have a website, but it’s pretty barren. But I do know that the other company with a corporate logo on the Brawndo site, Redux Beverages, is real. They’re the fine folks who brought the world the energy drink Cocaine, which was pulled from the shelves after a warning letter from the FDA. According to this story, after Brawndo launches, Redux is planning on relaunching Cocaine complete with “the proper disclaimers on the can, including an anti-drug message.”

And, finally, here’s where it all starts to make sense: Redux’s James Kirby warns that his experience with Cocaine is a sign that the future prophesied by Idiocracy is starting to come to fruition:

“That exemplifies idiocracy,” he said. “The way the world was in the movie Idiocracy is kind of the beginning of what got us in trouble with the Cocaine energy drink.”

I guess if you can’t stop what’s coming, you can at least try to make a buck off of it.