DIARY: Borkowski tones down ‘irreverent’ alcopop launch

The original PR campaign for Carlsberg-Tetley’s controversial new alcoholic gel drink, Thickhead, was scrapped because it was too ‘irreverent’.

The original PR campaign for Carlsberg-Tetley’s controversial new

alcoholic gel drink, Thickhead, was scrapped because it was too

‘irreverent’.



Mark Borkowksi, managing director of Mark Borkowski Press and Public

Relations which is handling the pounds 75,000 account, confirmed he

ordered the campaign to be dropped at the beginning of last month in the

wake of reports which were critical of the marketing of alcoholic sodas.

‘It might have been construed as fairly irreverent’, he told PR Week.



The launch of Thickhead on Tuesday, which still caused a storm because

of the drink’s alleged appeal to underage drinkers, was originally

planned for early July. Borkowski said the delay was caused by problems

‘in the constituency of the drink’ and in distribution, rather than

concern about the marketing.



He stressed that the product’s pricing and packaging made it clear it

was aimed at the 18-30 market.



In a first for the agency, MBPPR has also won the advertising brief for

Thickhead. However, Borkowski said: ‘We could find that the PR is so

successful we might not need advertising right away’.



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