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