Hooch

Concepts & copy for national campaign

A pre-social era, three-stage campaign to promote trial and encourage 18-30 year olds to drink Hooch:

1. A door-drop teaser card encourages consumers to ‘Sample it’ and provides a phone number.

2. You ring to hear a DJ spinning tracks and asking you to choose one. Upon selection, he promises to get it pressed up and sent out to you.

3. You then receive a vinyl record through the post featuring the extended version of the track you chose, plus three others (all specially created). An accompanying leaflet describes the tracks (each represents a different ‘need’ state when you might drink Hooch). A competition requires you to send in pics of you and your friends enjoying Hooch.

This project had a 52% response rate and rolled out twice more, using magazine inserts instead of door-drops.  We created a second element to the campaign using a film of five clubbers – as they visited six cities over one weekend, sampling the nightlife and capturing themselves on camera.