Oh No Chad Ochocinco!

While browsing through an old PR Daily News Feed, I discovered an interesting article (click here). Chad Ochocinco, player for the Bengals, found himself in the middle of a misprint conundrum. In an effort to raise funds for Feed the Children, Ochocinco joined forces with the organization to develop a cereal, which they named Ochocinco. The cereal packaging encourages consumers to call a 1-800 number to donate money to the organization. This number, however, has nothing to do with Feed the Children. Instead, it’s an explicit sex line which connects callers to a seductive-sounding woman’s voice and music. She teases in shocking detail and then asks for a debit or credit card number: “You must be 18 or older to get into this party, baby!” After discovering this huge blunder, Kroger stores, the grocer which features the cereal, pulled the product from its shelves immediately. Needless to say, neither Ochocinco or Feed the Children were aware that the number was printed incorrectly. However, both parties responded well to the instance, claiming full responsibility for the misprint and offering apologies. This is a great example of a well-managed PR crisis.

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One response to this post.

  1. First off let me start by saying “Oh my goodness!” This is a mistake that should have never ever been done. Whoever was in charge of printing the number on the cereal box should have checked and rechecked to make sure that the number was properly printed onto the box. I cannot believe that someone was that stupid to let something that costly slide through their fingers. I bet parents got a huge reality check when they thought that they were doing the right thing by trying to donate to Feed the Children, and instead they got a female voice seductively talking to them. If I were Chad Ochocinco I would be embaressed to have my name on that box. Whoever made that msitake should be fired! But I do agree with you when you said that it was a great example of a PR crisis that was handled in a professional manner.

    Reply

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