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.

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Drinks brand Hooch is exclusively sponsoring Leicester Comedy Festival, which celebrates its 25th anniversary this year and which expects to attract 120,000 people to more than 800 shows taking place in over 60 venues around the Midlands town.

The festival features the UK Pun Championships and the Leicester Mercury Comedian of the Year competition, with established and up-and-coming talent including of Harry Hill, Katherine Ryan and Flo & Joan.

Hooch is collaborating with Big Difference Company and Crosscut Media to create reels of video content throughout the event. The footage will include segments pitting comedians head to head in battle challenges, on-the-spot scenarios and other fun tasks to create original, responsive comedy snippets which will be aired through Leicester Comedy Fest TV (LCFTV), powered by Hooch.

Hooch will be using its social media presence to amplify LCFTV and spread the word of this much-loved and unique festival to the rest of the UK. Additionally, The drinks brand will be running a series of competitions on social media for consumers to share some of their own favourite jokes in an attempt to win tickets to sell-out shows and exclusive Hooch merchandise.

Christian Sarginson, Brand Controller at Hooch’s owner, Global Brands Ltd, says: “Leicester Comedy Festival is the perfect partnership for Hooch; both the brand and the festival are all about getting out and enjoying life in a care-free and fun manner. Hooch has a long-standing relationship with comedy; we’ve created many original sketches over the last five years but this is our first foray into traditional property sponsorship. We couldn’t be happier to be working with Big Difference Company and Cross Cut Media to create more innovative content with top comedians and bring laughter to our fans around the UK.”

The festival begins on February 7th with both Hooch and new flavour Hoola Hooch 275ml bottles available behind the bar to purchase at selected venues. A selection of ‘punny’ cocktails have also been created to offer consumers more of a range to enjoy at the shows.

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.

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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.

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