Global Brands has launched a UK marketing push for its RTD flagship Hooch, marking the brand’s 30th anniversary.
The GBP1.8m (US$2.5m) activation, which will run during the summer in the country, features Hooch’s original 44cl can design from 1995 in physical advertising assets such as billboards (below), flyposting, taxi wraps and a mural in Manchester’s Northern Quarter. The 3.4%-ABV can will be available at Hooch’s existing stockists, with a 24-pack carrying an SRP of GBP38 (US$51.70).
A limited-edition 50cl bottle in the retro design will also be distributed at key events, including music festivals in the coming weeks. On-premise activity will hit around 1,400 pubs and bars nationwide, with venues hosting themed experiences.
The campaign also includes digital assets, including “six-sheets with geo-targeted creative”, influencer collaborations and paid social media content.
“Hooch has always been a brand that pushes boundaries and stands out,” said brand manager Jacob Barett. “This landmark anniversary is an opportunity to honour that legacy while investing in a bold, cross-platform strategy that reinforces our cultural relevance.”
Earlier this year, UK-based Global Brands rolled out the lemon-flavoured RTD brand in draught format.
