Brand Birthdays Are the New Campaign Launch…Just Ask Hooch

Remember when birthdays were just for people? Not anymore.

Brands are throwing anniversary parties with the kind of budget, visuals and energy usually reserved for festivals, and Hooch’s £1.8 million lemon-splashed campaign proves it.

Hooch’s anniversary campaign is one of its most ambitious yet. It blends retro vibes with modern media muscle, aiming to reconnect with fans who remember sipping lemony goodness in the 90s, while winning over a new generation seeking fun, flavour, and a dash of irreverence.

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Central to this revival is a £1.8 million multi-media spend spanning high-visibility out-of-home (OOH) activations, digital channels, and influencer partnerships. The campaign will be unmissable across cities thanks to:

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1. Striking murals like the huge new artwork unveiled in Manchester, splashing citrus hues across urban landscapes.
   
   
2. Billboards and flyposting bringing a burst of neon nostalgia to streets nationwide.
   
   
3. Branded taxi wraps ensuring Hooch’s lemons keep rolling wherever you look.
   
   

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This hyper-localised approach allows the brand to connect with diverse audiences while staying true to the playful spirit that made Hooch a household name.

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Limited-Edition 90s Throwback

Adding extra fizz to the celebration, Hooch has resurrected its original 90s can in a limited-edition release, a move announced by Global Brands. It’s pure retro gold for fans who remember the brand’s heyday, and a clever marketing activation that taps into the current cultural obsession with throwback aesthetics.

The re-release also reinforces Hooch’s brand story: a pioneer that helped define the ready-to-drink category in the UK, now reminding everyone it still knows how to bring the party.

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Marketing That Balances Heritage and Modernity

What makes Hooch’s anniversary campaign particularly smart is its dual focus. On one hand, it’s a love letter to loyal fans who grew up with the brand. On the other, it’s designed to capture younger audiences who crave brands with authentic heritage, and social media-worthy visuals.

It’s not just about nostalgia; it’s about leveraging brand equity in ways that feel fresh, relevant, and delightfully cheeky. From OOH activations to limited-edition packaging, Hooch is proving that legacy brands can still lead the marketing pack.

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Looking to craft a marketing activation as iconic as Hooch’s?  Get in touch today. 

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