DIARY: Thickhead’s future was orange until they blue it

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.

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?



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