Tongue-in-cheek marketing from Hooch
READY-TO-DRINK brand Hooch has unveiled its new multi-media marketing campaign complete with a tongue-in-cheek approach across the UK.
Dubbed the ‘Hooch there is it’ campaign, the new marketing represents an investment of £1.6million into the brand to combine impactful out-of-home advertising with retail, digital and social activations to reach across its core audience of Gen Z and Millennial drinkers.
The campaign will have a focus on key cities across the UK such as with Edinburgh and will amplify the brand’s personality with the tongue-in-cheek approach that leans into local culture at the different locations. For the Scottish capital, the campaign will have a ‘The tourists are excited for a bang at 1 o’clock’ in reference to the One O’Clock Gun at Edinburgh Castle.
In addition to these local taglines, there will also be national creative headlines across the whole of the campaign to further showcase the brand’s personality, with examples such as ‘For the people who know matcha tastes like grass’.
The latest campaign it set to appear in over 780 advertising formats and has been designed to engage younger drinkers, reaching them at different stages of their consumer journey across key touchpoints. This will include adverts on music streaming services such as Spotify, rail advertising, in-store and venue activations.
Further to this, the campaign will also have a presence across key social media locations including Reddit, Meta, Amazon and YouTube to extend consumer engagement, ensuring Hooch remains at the forefront of consumers’ minds from the start of the evening through to its end.
Jacob Barrett, senior brand manager at Hooch, said: “Hooch has always been such an iconic brand that never follows the crowd. We’re building on the momentum of last year’s 30th anniversary with a multi-channel campaign that keeps Hooch front of mind.
“As a brand that always says what everyone else is thinking, the introduction of the tagline ‘Hooch, there it is’, sits at the core of our activity and reminds consumers why they love Hooch’s unapologetic persona. Our playful approach has always set Hooch apart and we know that this style of messaging resonates well with consumers. This latest multi-media marketing campaign has been designed to amplify that momentum, driving engagement and ensuring Hooch remains impossible to ignore.”
