Hooch given the Bo Selecta treatment

04 February, 2014

Global Brands has hired comedian Keith Lemon to front an ad campaign for lemon-flavoured RTD Hooch.

Lemon – real name Leigh Francis – is famed for hosting panel show Celebrity Juice and hit the big screen last year in Keith Lemon: The Film.

He will front a campaign including TV slots, outdoor advertising, social media initiatives, on-pack promotions, on-trade activity and celebrity appearances.

Global Brands’ marketing director Simon Green said: “Known as the drink that defined the 19900s, Hooch was re-launched in 2012 to great acclaim.

“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.”




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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