- Hooch has embarked on a high impact nationwide multi-media campaign, featuring tongue-in-cheek copy
- Nationwide activations expected across out of home, in venue, and digital alongside retail partners
Hooch, the iconic RTD brand, has today announced the roll out of its latest nationwide multi-media marketing campaign, set to make the no-nonsense drinks brand unmissable for consumers across the UK.
Investing a total of £1.6 million to combine impactful out-of-home 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.
This creative has been designed to amplify the RTD brand’s bold personality with tongue-in-cheek copy such as ‘For the people who know matcha tastes like grass’. The overarching tagline of ‘Hooch, there it is’, sits at the heart of Hooch’s latest campaign, offering a fresh spin and 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.
Alongside its national creative headlines, the campaign will also see Hooch launch a series of regionally tailored assets that lean into local culture. From Edinburgh’s “The tourists are excited for a bang at 1 o’clock” to Manchester’s “More Deansgate than Downing Street”, Hooch’s latest creative creates fun moments for locals to instantly engage with.
The latest campaign builds on the momentum of its award-winning 2025 out-of-home campaign, which paid homage to its 90s heritage while engaging a new generation of consumers. The campaign revived its original 1995 440ml can design, which was featured prominently across a suite of assets to mark the brand’s 30th anniversary.
With more placements this year, and appearing in over 780 advertising formats, Hooch’s newest campaign has been designed to engage younger drinkers, reaching them at every stage of their consumer journey across every key touchpoint. From discovering the brand on Spotify while getting ready for a night out, to seeing Hooch across rail advertising, ad shelters, street hubs, bus street liners and in-store and venue activations, Hooch has been designed to be unmissable.
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, ensuring Hooch remains front of mind from the very start of the evening through to its very end.
The multi-channel marketing campaign is supported by a PR strategy from Leeds and London-based communications agency Hatch, alongside a social-first strategy by Edinburgh-based agency Sunshine, ensuring that the campaign resonates across owned, earned and paid channels.
Jacob Barrett, Senior Brand Manager at Hooch commented: “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.
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.”
For further information, visit the Hooch website.
Comments are closed.