Hooch, the popular 90s alco-pop, has appointed More Creative and MJ Media to create a two-year campaign fronted by Keith Lemon as the brand looks to compete with fruit beers and ciders.
The alcoholic lemonade was relaunched in 2012 and the new campaign, designed by More Creative, is set to include TV slots, outdoor advertising, social media and celebrity appearances from Lemon. The new tag line ‘Refreshment with Bite’ will feature across More's campaign, with MJ Media handling the media planning and buying.
Licensed to Global Brands by owner Molson Coors, Hooch, "the brand that defined the Nineties Brit Pop generation,” is aiming to appeal to a new generation of alcohol drinkers.
Simon Green, marketing Director at Global Brands, commented on the appointment: “Known as the drink that defined the ‘90s, Hooch is officially back on the market. Such an iconic brand has a big reputation to uphold and we needed someone to take Hooch to the next level. Keith Lemon is the perfect man for the job, and to make the most of his unmistakable brand of humour we needed two agencies that shared our vision.
“We are confident that with our two agency partners, we can put Hooch on the lips of the nation in the most effective way possible. Look out for the distinctive ad campaign coming very soon!”
The alcoholic beverage is available in "distinctive" 500ml bottles at 4 per cent ABV.