Cocaine...the legal alternative

Grocery stores in New York have now begun to sell an energy drink called Cocaine. It has about 350% more caffeine than Red Bull, but don’t worry doctors claim it doesn’t violate a person’s health. The New York Times claimed that the mayor and members of the city council are calling for a ban on this product. Redux Beverages, the company that owns Cocaine, claims the negative attention has boosted sales, exponentially.
Cocaine has made me wonder whether a brand can benefit from ill publicity. Can controversy and negative attention towards a brand help in building it quicker?
In class, the professor mentioned that in developing a brand, marketers have criteria for creating a “good name.” The criteria included protectable, durable, brief, etc. Should controversial be on that list. Cocaine has proven that it has a “good name” because it has generated GOOD SALES so far.
I see controvery being used in other products. The “material girl” Madonna incorporates crucifixions in her shows to draw attention and controversy to boost ticket sales for her concerts. The Madonna brand is huge, but is it her controversial image or perhaps the wonders of Kabbalah? What if you could avoid the whole building of an image and just have the name of the brand define it all?
You can apply a controversial name for anything. Lollipops targeting teens can be branded with the word Wee-Wee (or something much, much more vulgar). Even cologne can be given the name DateRape :( to target college nerds. The possibilities are endless.
Should this strategy be recommended for a company seeking to attract a younger audience for immediate recognition and sales?

- Jose Diaz