Chaotic Drinks BrandReputation Case Study

In a universe which seems togrow more fast-paced by theday, consumers bombardedwith marketing messages areincreasingly pressed to makeinstantaneous brandevaluations, which in turndrive their purchases.Sometimes keeping your brand from being perceivednegatively can be more vitalto the success of your business than aligningpositive consumer sentimentwith your company.Sano Agency helpsconsumers discover, engageand advocate brands. Sanoalso helps defend thereputation of a brand whennecessary.

Here's an example:Since 2007, Chaotic hasentertained kids and built astrong, recognizable children'sbrand through its compellinginteractive trading card gameand thrilling animated TV show.In mid-2009, the companyextended the product offeringsof its brand to include four,nutrient-infused beverages.However, a misunderstoodpackaging procedure created areputation management issuefor the brand that waspotentially as chaotic as itscompany's name.When Chaotic was ready for theproduction phase of its newdrinks, prior to their rollout inCanada, it contracted apackaging broker employed byseveral other drink companies,one of which was Awake juice.The packaging broker hadexcess empty can inventoryfeaturing the Awake logo, acommon issue with new drinkpackaging.In an effort to take anenvironmentally friendlycorporate stance, Chaoticoverwrapped the excess Awakecans with new Chaotic labelsapproved by the Canadiangovernment. Using this surpluscan inventory during productionof their new drinks preventedthe previously unusedcontainers from heading to alandfill: a very positiveenvironmental decision.However, as some curiousconsumers sampled Chaotic'snew drinks, they peeled thelabels on some cans to uncover Awake containers underneath.The discovery causedconfusion, and then outrage,toward the Chaotic brand.Just before 7 a.m. on July 24,2009, a post entitled "this hasgot to be illegal !!," was made toa LiveStrong.com messageboard by a consumer whosefriend had peeled the label of acan of Chaotic Mind-Strike. Sheeven attached pictures toaugment her comments:"... its marketed towards kids,and the ingredients say there isno caffine... So he notices thepacking on the can is a little oddso he peels it... under neath is adifferenet name brand energydrink, processed in new york...the original wrapper says itsproduced in toronto.. Theingredients are completelydifferent on each label and thereis caffine !!!!!"The visitors to the LiveStrongforum soon accused Chaotic of everything from fraud tocorporate theft to marketingenergy drinks to kids.Commenters contacted Awaketo alert them of the error,

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