ABOUT

THE BRAND CHALLENGE

Hooch was one of the iconic brands of the 90s. Known for its sweet taste and irreverent personality, it dominated the landscape for young adult drinkers.

Then, in 2014, under ‘new management’, Hooch was to make a triumphant return riding the wave of the reinvigorated demand for sweeter drinks by fruit flavoured ciders.

Our brief was to make the brand famous again for a whole new generation of young adult drinkers; and to revive its disruptive and distinctive personality.

THE HUMBLE OBSERVATION

When someone walks up to the bar to order a drink, there's much more to this 'bar call' than simply asking for a product.

We know through both our own research that these moments have real social significance; the drink they order and how they order it signal to peers much about who they are.

THE ALIVE IDEA

Leigh Francis’ fictional alter-ego Keith Lemon was the perfect spokesperson for the Hooch brand. Apart from the obvious - but useful - link between his surname and the brand’s hero flavour, Keith also embodied the fun and mischievous personality that Hooch had worn so well in the 90s. His brave, late-night comedy also appealed to the same people that we wanted to engage.

With Keith at the helm, we set out to write a simple script that would raise awareness of Hooch in a memorable and entertaining way. The goal was to create something that our audience would remember, talk about and even imitate when they bar-called Hooch.