Ready-to-drink alcohol brand Hooch has announced the roll out of its latest nationwide multi-media marketing campaign, one set to “make the no-nonsense drinks brand unmissable for consumers across the UK,” it said.
Investing a total of £1.6m to combine impactful OOH advertising with retail, digital and social activations to reach both Gen Z and Millennial drinkers, the campaign will bring Hooch to life across cities including Manchester, Bristol, Edinburgh, Nottingham, Sheffield and Newcastle.
The new creative has been designed to amplify the brand’s bold personality with tongue-in-cheek copy such as ‘For the people who know matcha tastes like grass’. The tagline of ‘Hooch, there it is’, sits at the heart of its latest campaign, tapping into its iconic, no-nonsense and unfiltered identity alongside its nostalgic appeal.
The tagline serves as a confident reminder of Hooch’s distinctive personality that “doesn’t take itself too seriously and resonates through relatable humour for existing fans of the popular RTD brand,” Hooch explained.
With more placements due this year, and appearing in over 780 advertising formats, the campaign has been designed to engage younger drinkers, reaching them at every stage of their consumer journey across every key touchpoint.
The campaign has been amplified further through a youth-focused digital media strategy spanning Reddit, Meta, Amazon and YouTube, alongside extending into the post night-out takeaway occasion.
Jacob Barrett, senior brand manager, 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.
“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.”
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