Hooch is investing £1.6m in a new nationwide campaign, returning to its award-winning nostalgic creative of last year.
The Global Brands alcopop has based the tongue-in-cheek copy around the tagline, “Hooch, There it is”.
Nationwide activations across OOH, in venue and digital, will feature copy like:
“For the people who know matcha tastes like grass” and regional versions like Edinburgh’s: “The tourists are excited for a bang at 1 o’clock” to Manchester’s “More Deansgate than Downing Street”,
Its aim is to reach both Gen Z and Millennial drinkers.
READ MORE – Huge Manchester mural headlines Hooch’s £1.8m 30th anniversary national summer campaign
“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,” explained Jacob Barrett, Senior Brand Manager at Hooch.
“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.”
2025’s campaign won a number of awards, paying homage to its 90s heritage.
This year there will be more placements, appearing in more than 780 advertising formats and will reach customers at “every key touchpoint” from discovering the brand on Spotify while they’re getting ready, to seeing it on transport advertising and then in-store and venue activations.
The youth-focused digital media strategy spans Reddit, Meta, Amazon and YouTube.
It’s being supported by a PR from Leeds-based Hatch, alongside a social-first strategy by Edinburgh-based agency Sunshine.
