Bass has triggered a fresh consumer PR drive to keep its
controversial ’alcopop’ Hooper’s Hooch in the limelight.
The brewer this week appointed Paragon Communications to handle the
campaign, which will run until the end of September and has a budget of
over pounds 100,000.
Although Bass’s PR-led launch of Hooch in June 1995 was handled
in-house, the company brought in Paragon on a project basis last year to
launch its blackcurrant and orange flavours.
Paragon’s first task is to push a limited edition passion fruit version,
called Smooch, in the run-up to Valentine’s Day. Thereafter the agency
will implement a consumer PR campaign for the overall brand.
The challenge is to keep market-leader Hooch in the media spotlight
following its high-profile launch and the subsequent attack on alcoholic
’soft drinks’ by The Portman Group, the drink industry’s self-regulation
’There’s no question of the brand courting publicity for its own sake,’
said Paragon director Quentin Cowdrie.
Paragon will target the 18 to 24 age group with a 50/50 split between
males and females. Cowdrie described the brand values as ’slightly
naughty, but not wildly subversive.’