Hooch offers chance to win ‘Keith Lemon’s Dream Holiday’ to ‘H’orange County’
Monday June 30, 2014 at 11:52am
Hooch, the alcoholic lemonade brand that was a massive seller in the 1990s, is launching a competition offering its drinkers the chance to win ‘Keith Lemon’s Dream Holiday’ to ‘H’orange County’, as part of its tie up with comedian Keith Lemon. Launching a limited edition promotional bottle and can, Hooch is literally putting Keith Lemon’s ‘face on’t bottle’. Featuring an image of Keith, the on pack offer gives consumers the chance to enter the competition via the Hooch website at www.hoochlemonbrew.com. The new activity builds on the brand’s massive above the line campaign bringing ‘OOOCH’ to the nation. Praised by The Guardian and listed as The Drum’s Ad of the Day, the deliberately retro ad is continuing to run across popular slots on ITV2, Channel 4, 5 and Sky. Supported by a big social media drive and promotional material in outlet, the total reach of the campaign has already reached 16.5 million consumers. Hooch recruited comedian Keith Lemon, presenter of TV’s Celebrity Juice, in February 2014 to help push its ‘Refreshment with Bite’ message across the UK. The ironic marketing campaign plays on the fact that Hooch (originally Hooper’s Hooch) was a massive success in the 1990s, while Lemon’s character is supposed to have been “a former Business Man of the Year 1993.” Global Brands re-launched Hooch in 2012. Simon Green, Global Brands Marketing Director, says: “The massive Hooch campaign has already put ‘OOOCH’ on the lips of a new generation, with 31% of all UK adults aged 18-24 seeing the advert 2.8 times, helping to drive engagement on social media up by over 2000%.” Global Brands is backing the promotion with a range of Keith Lemon-themed POS including moustache bottle toppers, moustache keyrings, life-sized standees, drip mats, bar runners, screen media and strut cards.