Leading drinks business, Global Brands, is relaunching the Ready To Drink (RTD) brand Hooch with a year-long taxi advertising campaign.
London Taxi Advertising has been appointed to handle the advertising campaign on black cabs to raise customer awareness of the 4% abv drink in cities across the UK.
Global Brands is re-launching the original lemon RTD after a nine-year absence. Renowned for its sharp lemon taste, Hooch features the new tagline, Refreshment with Bite, which features on the taxi artwork.
The mixed full livery and superside taxi campaign will run with internal tip seat advertising asking ‘Hoo’s for a Hooch’. The campaign features in Newcastle, Preston, Liverpool and Manchester and will encourage city drinkers to follow their taste buds and try the refreshing drink.
The new ‘over ice’ serve is popular with the current generation of drinkers and the brand will be a competitor for fruit ciders, said Global Brands.
Global Brands marketing director, Simon Green, said: “For retro brands to be re-launched successfully, they must draw on positive associations of past times by retaining the brand’s authenticity, whilst also connecting with today’s consumers who are seeing the brand for the first time.”
London Taxi Advertising’s sales director, Paul Tremarco, said: “We are delighted Global Brands are utilising taxi advertising to promote Hooch’s return to the UK market. Taxis are a captivating marketing vehicle offering great visibility and connection with audiences who remember Hooch, and tempt those who have never tasted it before. They are the perfect mobile advert to target city drinkers around bars and off licences to try Hooch.”