Global Brands is to back Hooch with a new £1.8m campaign to mark 30 years since the RTD first rolled out in the UK.
The campaign will comprise in-store and digital activity, alongside an OOH push.
OOH activity will include taxi wraps, street flyposting, billboards and a “striking” mural in Manchester’s Northern Quarter.
Meanwhile, Hooch would “unleash impactful in-store marketing materials” to support retailers across grocery, convenience and cash & carry, Global Brands said.
The brand will also activate in over 1,400 pubs and bars across the UK, having recently launched on draught for the first time.
The push would help Hooch “connect directly with fans, whether they were there in ’95 or just discovering Hooch for the first time,” said Global Brands.
Hooch is also set to introduce a limited-edition can and 500ml PET bottle based on its original design from 1995 for a three-month period.
The limited-edition celebratory can will be available through all retailer channels and major mults that currently stock Hooch, as well as online via Global Brands’ owned DTC site Good Time In (rsp: £38/24x440ml).
“Three decades on, Hooch remains a cultural icon, continuing to shake up the drinks scene with bold flavours and a signature tongue-in-cheek style that it is known and loved for,” said Hooch brand manager Jacob Barrett. “Bringing back the original ’95 can and creating this celebratory campaign is our way of saying thank you to the fans who’ve been with us on this wild ride, both to long-time loyalists and a whole new generation discovering the brand.
“This is not just a nostalgic nod, it’s a celebration of 30 years of citrus-fuelled fun. Cheers to the next round.”
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