Paragon hired to keep Hooch hot in drinks market

Bass has triggered a fresh consumer PR drive to keep its controversial ’alcopop’ Hooper’s Hooch in the limelight.

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

body.



’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.’



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