Hooch targets millennials with ‘H’ campaign

RTD brand Hooch is looking to excite its millennial target consumer with a new campaign which offers “daredevil” prizes.

Hooch’s new “Find an H” campaign is attempting to target millennial consumers.

The on-pack promotion challenges consumers to find an “H” hidden beneath selected bottle caps. The winning caps reveal a unique code, which directs to an online microsite for an instant prize win.

More than 1,000 prizes are on offer, with the big winner offered a choice of three holidays: to cage dive with Great White sharks in South Africa, white water raft in Denver, or hang glide over Christ the Redeemer in Rio.

Other prizes include “red letter” experience day vouchers and discounted Hooch.

Social and digital media activation, including videos featuring Hooch ambassador and ITV comedian Keith Lemon, has been planned to support the campaign and drive engagement.

“Hooch is showing a+42% volume growth due to a demand for more ‘grown up’ choices and an increase of spend on occasions,” said Simon Green, marketing director at Hooch parent company, Global Brands.

“This is just part of the investment into product development and innovative multimedia campaigns to support Hooch, which has helped to contribute to the phenomenal sales growth this year and the successful launch of the new Apple SKU.”

Global Brands introduced Hooch Apple flavour earlier this year as part of continued investment in the brand.