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Creative consistency and innovative media buying have put Hooch ahead of its rivals, John Owen says

Creative consistency and innovative media buying have put Hooch ahead of

its rivals, John Owen says



It’s hard to remember where I first heard about Hooch. Was it the point-

of-sale material in my local pub, the flyposter-style blitz of Oxford

Circus tube station, or was it by word of mouth?



Certainly, the grapevine has been humming of late with talk of this new

alcoholic lemonade. And that is proof enough of how effective KLP’s

campaign for Bass Brewers has been.



While part of the success is down to the intriguing nature of the

product, many other innovative concoctions have come and gone without

anything like the impact of Hooch. Or ‘Hooper’s Hooch’, as we are

supposed to call it.



Apart from anything else, KLP’s inspired strapline - ‘One taste and your

Hooched’ - would lose some of its appeal if you had to insert the word

Hooper’s.



What really makes this work impressive, though, is the decision to give

one agency responsibility for everything. KLP has come up with some eye-

catching artwork which, via the groovy lemon geezer with the teeth,

gives a distinct personality to the brand.



The trade press ads with which Bass announced the product set the tone -

they’re heavily image-led, but still manage to convey important

information. The consumer advertising which followed is pure image.



The distinctiveness of the lemon means Hooch is easily recognisable on

the perimeter hoardings at football grounds and at the Oval for the

final Test against the West Indies where KLP erected a special site.

Hooch has also sponsored music events, leading to mentions in magazines

such as the Face.



My favourite execution is a new one: a series of postcards, where the

yellow fellow pops up in spoofs of famous movies, such as Reservoir

Dogs. Appropriately, these are being handed out at cinemas.



Client: Bass Brewers

Project: Launch of Hooch

Agency: KLP



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).