The latest sponsorship wheeze comes courtesy of Thickhead - a
‘revolutionary’, tangerine-flavoured, fizzy, alcoholic gunk launched on
an unwary public by Carlsberg-Tetley last week.
Media attention has focused on the label’s appeal to under-age drinkers,
which is, of course, a deliberate misinterpretation of the phrase ‘youth
market’. As Carlsberg-Tetley has pointed out ‘youth’ actually means
somebody aged between 18 and 30 - how nice for all those late-twenty-
somethings who thought they were over the hill.
But forget all that - PR Week can now bring you the real story. In the
spirit of scientific enquiry, we exposed a piece of ordinary white cloth
to Thickhead and can report that the launch is nothing more than the
latest stage in Pepsi’s campaign to turn everything blue. First it was
Concorde, then it was the Trocadero - now it’s my bloody shirt.
It started out a yucky tangerine colour, but under laboratory conditions
- two days at the bottom of a laundry basket - the Thickhead stain on my
shirt turned light blue.
Is there nothing those Pepsi marketing wizards won’t do?