Flavoured Alcoholic Beverage brand Hooch is set to unveil its biggest ever promotion, which will see the brand giving away a movie with every purchase of a promotional bottle or pack. Consumers will have access to thousands of movies at the touch of a button, including many of the biggest cinema blockbusters.

Expected to hit 10m consumers and supporting its ‘Just Av An Ooch’ campaign, the limited-edition promotion will encourage drinkers to enjoy a Big Night In courtesy of the brand and is the result of extensive consumer research by Global Brands Ltd, who distribute and market the brand.

To redeem their free movie offer, consumers scratch off a panel on the Hooch pack to reveal a unique code which they then input at Hoochmovies.com. They will then be taken to a site operated by Global Brands’ partner, Rakuten, where they can browse thousands of movies and select the ones they want to watch. Each code is worth 350 Rakuten points, or £3.50 worth of downloads; multipacks carry two codes and individual bottles one.

Christian Sarginson, brand controller at Global Brands, says: “Continued research into our consumers’ habits and behaviours has been key in developing our latest campaign. Hooch has such a diverse drinker base that finding common interests can often be tricky, however this promotion enables us to reward all our key drinker types as well as recruit new consumers to the brand. With the World Cup over and Love Island coming to an end there is a gaping hole in prime-time TV, so we’re providing the perfect solution to fill it!”

Hooch conducted substantial market research earlier in the year to support their activity, building their plans around key understandings of their audience. The research revealed that video is a key element for their audience with up to 33 hours consumed per week and that 55% of them usually drink at home.

The brand will support the on-pack promotion with an engaging social media campaign and on-trade activity across the summer. The social media campaign will comprise of comical videos and parody clips from popular Hollywood movies which will be creatively executed by seven relevant, carefully selected social influencers, planned to be live on their social feeds throughout the rest of summer.

The promotion was created and managed in-house.

Originally launched – as alcoholic lemonade Hooper’s Hooch – by UK brewers Bass in the 1990s, Hooch was at one time the leading FAB or alcopop in the UK, with 70% of the market, and had massive international success. It was discontinued in 2003 but relaunched, with a lower alcohol formulation, in 2012 by Global Brands

Global Brands is a leading UK drinks brand development business which owns, markets and distributes a range of brands across the spirit, beer, RTD and energy drinks categories. These include VK, Hooch, Corky’s and Amigos Tequila Beer.

The post Hooch targets 10m consumers with free movie campaign appeared first on IPM Bitesize.

Nestlé-owned ice lolly brand Fab is taking over Bernie Spain Gardens on London South Bank to launch its summer roadshow this Saturday, before taking the experiential activation around the UK over the next six weeks.

The #myfabland roadshow will be at Bernie Spain Gardens, a green space between Gabriel’s Wharf and the OXO Tower on the London South Bank, from 12.00pm – 6.00pm on July 7 2018 with a free event for families. Children will be able to experience exploding confetti sprinkles geysers, huge Fab lolly mazes, ball pit moats, supersized slides and more fab fun.

Alongside the #myfabland tour, there is also a competition running on Facebook offering a family of four the chance to win a VIP package to the Bristol Balloon Fiesta.

The #myfabland experience has been designed and managed by i2i Marketing.

After opening on the South Bank, #myfabland will be touring across the UK throughout July and August at the following locations:

• Bernie Spain Gardens, London South Bank: July 7, 12.00pm-6.00pm
• Birmingham Bullring: July 13-15, 10.00am-6.00pm (daily):
• Bournemouth: July 20-22, 10.00am-6.00pm (daily)
• Sunderland Air Show: July 28-29, 10.00am-6.00pm (daily)
• Nottingham Riverside Festival: August 4-5, 10.00am-6.00pm (daily)
• Bristol Balloon Fiesta: August 9-12, 12.00pm-8.00pm Thursday, 10.00am-6.00pm Friday – Sunday
• Plymouth Plaza: August 17-19, 10.00am-6.00pm (daily)

Further details are on the Fab Facebook page.

The post Nestlé launches Fab ice lolly summer roadshow at London South Bank appeared first on IPM Bitesize.

SHS Drinks has launched a new heavyweight experiential and social interactive campaign for WKD and its low-calorie variant NKD which the company says will reach two million 18 to 24-year-old consumers every week throughout the summer until September.

SHS says the ‘WKD for the Now’ push is an innovative and exciting mix of experiential and social media-driven activity which will put WKD and NKD “firmly in the spotlight this summer by engaging with young adult consumers at all key touchpoints in their lifestyles from festivals or when they are out shopping to a night in or getting ready for a night out on the town.”

The campaign will see a multi-function social hub installed at major outdoor summer music events including Made in Leeds (July 1) and 2000trees (July 6-8) providing a focal point for festival goers to meet friends and enjoy and capture some WKD ‘wow’ moments.

The WKD Hub constructed for the music festivals will incorporate four specific areas:

• A mirrored ‘get ready to party’ glitter station enabling festival goers to add some sparkle and a touch of glamour to the occasion.
• A VIP garden terrace giving a raised view over the festival site.
• An exclusive VIP WKD bar and DJ booth.
• ‘The WKD Spot’ where the brand’s exclamation mark logo is put to creative use as an area for consumers to perform and showcase their talents, putting them at the heart of the WKD For the Now experience.

This will be complemented and enhanced via:

• A fully integrated social media programme spearheaded by DJs.
• Highly visible national digital poster displays in key conurbations across the country from Leeds, Liverpool and Manchester to Cheltenham, Edinburgh, Glasgow, Dublin and Belfast.
• Distribution of eye-catching point of sale materials to bring the campaign to life in selected retail outlets and on-premise venues.
• And the creation of a series of signature summer cocktails for each of the four WKD and two NKD variants.

There are five executions in the digital 6, 48 and 96-sheet outdoor poster campaign which communicate the ‘for the NOW’ message. Each of the digital posters features a person performing a different talent such as roller skating, break dancing and hula-hooping in the spotlight of the WKD exclamation mark which is fashioned into a stage.

Selected licensees and retailers will be offered WKD themed POS materials, while SHS Drinks has created a series of summer cocktails – one for each WKD and NKD flavour – to enable all outlets to participate in WKD’s summer activity.

WKD also plans to widen the reach of the festivals by sharing the experience with those who aren’t there, enabling them to feel a part of the action.  DJs will host a series of two hour shows which will be broadcast between 8pm and 10pm – the prime-time slot when 18 to 24-year-olds are getting ready for an evening out.

Amanda Grabham, Head of Brand Marketing – Alcohol, at SHS Drinks, says: “Having a fantastic time and sharing those experiences and memories with friends on social media is at the epicentre of today’s 18 to 24-year-olds’ lifestyles, and this has been the driving force and lies at the very heart of the ‘WKD for the Now’ summer campaign.”

The post WKD summer experiential/social campaign appeared first on IPM Bitesize.

In the follow up to its hugely successful ‘Outrageously Refreshing’ 2016 activity, which reached over 27 million consumers across social media, Hooch has launched its new #HOOCHLIFE campaign, which aims to engage its target audience over key touch points in the path to purchase including OOH, Digital and in-store.

The #HOOCHLIFE campaign will use topical and situational comedy to entertain via online video content which is designed to be disruptive and ‘full on’. Hooch has enlisted BAFTA award-winning comedic marketing agency Hotwolf to create the online content.

Christian Sarginson, Senior Brand Manager for Hooch, says: “19 out of 20 Millennials own smartphones and check them on average of 43 times per day. Their phones are a passport to escapism, an endless source of entertainment and information. Digital campaigns have a huge effect on consumers, as 62% of millennials feel online content drives their loyalty to a brand. Based on this and the success of last year’s campaign, it is only natural for us to continue making great, original content that cuts through congested newsfeeds and talks to our consumers in the most effective and engaging way possible.”

In addition to a major OOH campaign, the brand has also invested in tactical digital display and banner advertising across websites appealing to the target audience, reaching 12 million consumers. #Hoochlife will also be touring four festivals, activating in true Hooch fashion.

Limited-edition promotional packaging has been designed to disrupt on shelf and drive people to social media to become part of the #Hoochlife, with the chance to win thousands of prizes every day. Over 10,000 10x275ml packs will include a special gift in pack, providing the ultimate festival accessories for summer.

Christian Sarginson adds: “Continued research into our consumer’s habits and interests has been key in developing the insights our campaign is based on. We have used them to develop a highly engaging campaign across a multitude of touchpoints, culminating in a direct reward at the point of purchase. The #Hoochlife campaign hits several touchpoints from digital through to on-pack promotion to encourage consumers to live the Hooch life through the entire path to purchase.”

Global Brands is a leading UK drinks brand development business which owns, markets and distributes a range of brands across the spirit, beer, RTD and energy drinks categories. These include VK, Hooch, Corky’s and Amigos Tequila Beer.

The post Hooch encourages consumers to “Live the Hooch Life” with #HOOCHLIFE campaign appeared first on IPM Bitesize.