Hooch targets movie-loving millennials

Hooch 10-pack

Hooch has unveiled its biggest-ever promotion, which sees the brand give away a movie with every purchase of a promotional bottle or pack.

Expected to hit 10 million consumers and in support of the appallingly-titled ‘Just Av An Ooch’ campaign, the limited-edition promo encourages drinkers to enjoy a Big Night In courtesy of the brand.

It is the result of extensive consumer research conducted by Hooch distributor Global Brands. This found that video is a key element for the Hooch audience, with up to 33 hours consumed per week. Over half of those surveyed (55%) usually drink at home.

Christian Sarginson, Brand Controller at Global Brands, explained: “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 both the World Cup and Love Island over there is a gaping hole in prime-time TV, so we’re providing the perfect solution to fill it!”

The new promotion can be found on the back of Lemon Brew and Hoola Hooch bottles, with a simple scratch and reveal mechanic. Individual codes can be found on 70cl and 500ml bottles whilst two codes can be redeemed within Hooch 10 packs.

A summer-long social media campaign supports the promo. This comprises parody clips of popular Hollywood movies created by seven relevant, carefully-selected social influencers.