Hooch plans comeback with Keith Lemon4th February, 2014 by Lauren Eads
Eccentric comedian Keith Lemon has signed up as the new face of Hooch, known as “the drink that defined the 90s”, in a bid to boost its appeal.
At the height of its success Hooch enjoyed a 70 percent share of the alcopops market selling two and a half million bottles a week.
The alcoholic fruit beverage later fell out of favour and was criticised for its sweet lemonade taste making it attractive to teenagers.
Hooch was relaunched in 1997 with a more mature look but was pulled from the shelves in 2003 over claims it’s advertising campaigns irresponsibly targeted children.
Global Brands relaunched the drink in 2012 with the new tagline, “Refreshment with Bite” and a target market of 18 to 35 year old men, and yesterday announced Lemon the new face of its brand.
Lemon will front an advertising campaign which will feature a series of TV advertisements, outdoor advertising, social media, pack promotions, on-trade activity and celebrity appearances.
Keith Lemon said: “I am right happy and chuffed t’ be the face of ‘Ooch. And as the face of it I am hoping that me face will literally be on’t bottle, on’t posters and surely will be doing a fancy ad campaign that will also feature me face to ensure big sales of what can only be described as the drink of the 90’s re-born to the present date featuring my face on’t bottle and all the other stuff that I just said me face will be on. Word t’ ya mum!”
Simon Green, global brands’ marketing director, said: “Renowned as the Brit Pop beverage, Hooch now appeals to a new generation with a distinctive zesty taste.
“With such a reputation to withhold, we needed someone to take Hooch to the next level.
“As former Business Man of the Year 1993, Keith Lemon is obviously the perfect man for the job and we can’t wait to see what he comes up with”.