In 1996 Borkowski ran a "wild, rock'n’roll campaign" for Carlsberg-Tetley's Thickhead brand of alcopops that resulted in a huge media backlash against alcopops, which were already controversial, and the withdrawal of the product within hours of its launch.
Borkowski's unorthodox marketing strategy sparked a strong public reaction against alcopops, ultimately causing their swift removal from the market.