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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Hooper’s Alcoholic Fruit Brews is sponsoring the Summer Nights Film Festival, a series of outdoor screenings of popular films in heritage locations.

The 2016 season kicks off with The Martian at the RHS Gardens, Wisley on July 15th, and runs through until September 17th with a showing of Grease at the Blickling Estate in Norfolk.

Hooper’s will be providing a relaxed bar and picnic seating area, where attendees can try each of the six flavours of Hooper’s Alcoholic Fruit Brews.

The premium Ready-To-Drink range includes Cloudy Lemonade, Strawberry & Elderflower, Raspberry & Nettle, Dandelion & Burdock, Ginger Brew and Plum & Sloe.

Simon Green, Marketing Director of Global Brands which markets Hooper’s under license from owner Molson Coors, says: “Summer Nights Film Festival is a chance to enjoy the British summertime with Hooper’s refreshing, nostalgic flavours at beautiful English heritage sites. The events embrace Hooper’s #GreatBritishPicnic campaign to support new ways to enjoy the British summertime this year. We are incredibly excited to be exclusive drinks vendor, especially as this is the first year hospitality options have featured onsite.”

Hooper’s range of traditionally British alcoholic drinks was first launched by William Hooper in 1817 and re-launched in 2012.

Summer Nights is organised by QUAD, Derby’s Centre for Art and Film. Venues this year are: RHS Garden, Wisley, Surrey; Kedleston Hall, Derbyshire; Baddesley Clinton, Warwickshire; Nostell Priory, Yorkshire; Calke Abbey, Derbyshire; Eyam Hall, Derbyshire; Sheffield Park, Sussex; Hardwick Hall, Derbyshire; Wollaton Hall, Nottingham; Dunham Massey, Cheshire; Wallington, Northumberland; Belton House, Lincolnshire; Attingham Park, Shropshire; Blickling Estate, Norfolk.

With the exception of Wisley, owned by the Royal Horticultural Society, and Wollaton Hall, owned by Nottingham City Council, the venues are all run by the National Trust.

Films scheduled are a mix of classics and relatively new releases and include: The Martian, Dirty Dancing, Pretty Woman, The Lady In The Van, Star Wars: The Force Awakens; Mamma Mia; The Innocents; Spectre; Ghost; Mad Max: Fury Road; Robin Hood – Prince Of Thieves; The Dark Knight Rises; Grease; The Great Gatsby; Les Miserables; Top Gun; Grease.

Derbyshire-based Global Brands is the UK’s leading independent drinks brand development business. It owns, markets and/or distributes a collection of products across the RTD, premium soft drinks, spirits and beer categories internationally, including Hooper’s, VK, Hooch, Franklin & Sons premium soft drinks and tonics and Amigos Tequila Beer.

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