Who would have believed it. Alan Capper, PR luminary, former
chairman of the Rowland Company, and adviser to Harvard University’s
John F Kennedy School of Government, pushing alcopops?
We managed to corner Capper at his hideout in New York. Using the
pretext of enquiring about his latest work for Harvard - a cynical
marketing exercise called Visions of Governance, thinly disguised as an
attempt to encourage young people to enter public service - Diary closed
Is it true, we asked innocently, that he is also the evil genius behind
Hyperholics - a range of fruit juices with 4.9 per cent grain
Capper was quick to trot out the company line: ’We don’t believe they
are aimed at young people, the packaging is actually very
He then offered to send us a crate of the stuff and started going on
about his plans to launch Hype energy drink across the world -
apparently he has already roped in his colleagues at Rowland in
Australia and France.
A typical PR gambit and one we’re not going to fall for (sound of tops
being prised off bottles). But then, you really do have to try these
things out before you criticise them.