Facing Up to a 'Monster' PR Crisis

Popular energy drink brand Monster is currently facing up to a monster public relations crisis.  The brand is being linked to the death of a child who consumed the product.  As a public relations firm always looking to protect our clients, we cannot imagine how difficult this particular crisis has been on the brand. Let's examine the brand and story a little further:

The Product

Before we talk about the story itself, let's familiarize ourselves with the brand and product.  The Monster Beverage Company produces some of the most popular energy drinks on the market today.  Aimed at a young demographic, the drink is top choice to many young teenagers.  The drink itself contains the caffeine equivalent to nearly seven cans of Coca-Cola.  Yes, seven!  Since it's creation in 2002, the product has received plenty of flack from the media as fear of its harmful effects spread.  

The Issue

In 2011, the family of 14-year-old Anais Fournier blamed The Monster Beverage Company for their young daughter's death alleging that energy drink caused her death.  The girl had consumed two 24-ounce cans in two days.  Her parents stated that the high levels of caffeine contained in the drink aggravated an existing medical condition.  This ultimately caused a heart attack.  Aside from the 14-year-old's death, the FDA is already investigating the deaths of four other people who also ingested the beverage shortly before their passing.  The FDA has reported multiple emergency room visits from people who have consumed the drink with complaints stemming from vomiting to chest pains to heart tremors.  Monster denies any link between their product and the deaths, but is denial the best method? 

Handling the Issue

Touching an issue involving any consumer casualties is difficult no matter how you look at it, so how does a company protect itself and its consumers?  

1- Messaging: We suggest, with any issue really, that consistent, strong messaging is key.  What you say and do during a crisis will be put under a microscope, so make sure your messaging is strong and keep it consistent. 

2- Gain control: The minute you lose control, you'll lose likely never get it back, so it must be you and your company or franchise's mission to stay in control of the issue. You and your franchise or company need to always have control over an issue and that's where working with a top notch franchise public relations agency comes into play. A good PR agency can help you keep control.  

3- Put customers first: In a situation such as this one, it is important to put customers first.  Their safety might just be in danger and it is your responsibility as a brand to let them know they are not in harms way and that as their chosen brand, you will always protect them.  In crisis situation like the one Monster is facing up to, the most important thing they can do as a company is show compassion for their customers otherwise their customers will just go out and choose another energy beverage to consume.    

4- Swift action is key: Acting quickly, especially in a situation like this, is important.  Waiting it out on a subject that is as touchy as this one would only make the brand appear to be more at fault.  Waiting also leads to speculation and lets the public come up with their own interpretations of the truth, which is never a good thing.  Make your point known and get your side of the story out.

5- Use your resources: Whenever you find yourself or your franchise or business in the midst of a crisis use any resources you have at your disposal.  Your website and social media pages are good places to put up statements.  Make sure all your communications bases are covered.

Looking for more tips on tackling a monster crisis?  Leave us a comment below or contact us.