By Your Side Since ’95: Behind Hooch’s 30th Birthday Campaign

We sat down with Katy Hedge, who managed the whole campaign, to hear how it all came together. From the initial brief and creative concept to viral social posts and the lessons learned along the way, here’s the story behind Hooch’s summer campaign.

Q: Can you walk us through the original brief for Hooch’s 30th birthday summer campaign?

The brief was clear and ambitious. The 30th anniversary was a big deal for Hooch, and it created the perfect moment to tap back into the nostalgia of the 90s. The client wanted to use this campaign to remind people of those original connections, bring them back into the conversation, and encourage everyone to enjoy Hooch again.

The key message from the client was very straightforward: by the end of the campaign, nobody should be left asking “Oh, I didn’t know Hooch was back.” Instead, everyone should be in no doubt: Hooch is here, and it’s something to go out, buy, and enjoy.

While Hooch technically returned to the market in 2012, the real momentum has come in the last 18 months. This campaign was about amplifying that energy and making it louder than ever, ensuring it reached as many people as possible.

Q: What was the creative concept behind the campaign, and how did it connect to Hooch’s heritage and personality?

The line chosen for the campaign was By Your Side Since ’95. It instantly tied the campaign back to the year the brand first launched, making the heritage clear. At the same time, it created room to play with memories and moments, showing how Hooch has been there throughout.

That line set the tone for everything else. It allowed the team to highlight how the drink has been a companion through life changes, friendships, and experiences. And because it was simple but flexible, it could be adjusted depending on the channel or the piece of content, whether more playful online or more broadly appealing in other spaces.

Q: Who was the target audience for this campaign, and how did that influence the approach?

There were two main audiences. The first was nostalgic millennials, the people who actually drank Hooch in the 90s. They remember buying it at university, having it with friends, and enjoying it as part of their social lives. For them, the nostalgia was direct, and the campaign encouraged them to look back on those times and reconnect with the brand again.

The second audience was a younger group. They didn’t experience the 90s first-hand, but they love its culture. The music, the fashion, the vibe of the decade appeals to them, and Hooch gives them a way to tap into that.

What made this interesting was how well the two groups work together. One audience lived the decade, while the other is fascinated by it and that overlap made the campaign relevant across generations.

Q: What were some of the standout content pieces created?

One of the biggest highlights was the timing of the Oasis reunion. Oasis were at their peak in the 90s, and they remain one of the most iconic bands of that era. Hooch even has content from back then showing Liam Gallagher drinking it, which made the connection even stronger. Being able to react to that moment gave the campaign a cultural hook that worked perfectly.

Another memorable element was the collaboration with Bez on a project with Salt Beer. As another figure who represents the 90s, working with him tied everything together neatly. These collaborations fitted naturally into the wider activity and made the nostalgic theme even more powerful.

Q: One of the posts went viral and was even reshared by Liam Gallagher. How did that happen, and what impact did it have?

That piece of content came together very quickly. It was a reactive idea, discussed one morning just before the Oasis reunion tour kicked off. Within ten minutes, a short video had been filmed, and it was posted online straight away. The result was better than anyone could have expected.

Within 24 hours, Liam Gallagher himself had reshared it on TikTok. That one move gave the campaign an enormous boost, driving more views onto both TikTok and Instagram. It showed how sometimes the most effective content is the simplest. You can’t always plan for what will go viral, but being ready to act quickly can make all the difference.

Q: Hooch has a fun, cheeky brand voice. How was that tone kept consistent across all campaign elements?

Because the team already runs Hooch’s social channels, that voice is something they use day in, day out. On social media, it was easy to keep things cheeky, fun, and true to the brand’s playful personality. For the birthday celebration, it was simply about turning up the volume even more.

For out-of-home activity, the approach had to be more careful. Billboards needed to strike the right balance, cheeky and bold, but not offensive, and broad enough to resonate with people across generations. That meant writing more curated and thoughtful copy, ensuring it landed with everyone rather than just those who remember 1995.

Q: What were the biggest challenges during the campaign, and how were they overcome?

Summer is the busiest time of year for Hooch. It’s the perfect drink for hot weather and festivals, so there was already a lot of activity happening at the same time. The main challenge was making sure the 30th birthday campaign had its own space and wasn’t lost among everything else.

There were other product launches and collaborations happening too, so timing was everything. The team focused on giving the campaign enough breathing room to stand on its own, which made sure it reached audiences properly.

Q: How does this campaign reflect where Hooch is as a brand today compared to previous years?

This campaign shows just how much momentum Hooch has built recently. Over the last 18 to 24 months, the brand has established a strong, fun, and consistent tone of voice, particularly on social media. That personality has been successfully carried across into other touchpoints, and the 30th campaign is proof of how well it works.

It was also the biggest brand campaign Hooch has done so far. The anniversary gave the team the chance to celebrate the 30 years behind them, but also to look forward to what comes next. The brand is in a positive place, with more growth and more activity to come.

Q: What is one key lesson or insight from this campaign that other brands could learn from?

The biggest lesson is the value of having fun and not being afraid to push creative ideas. Hooch is a client that gives its team freedom, and that freedom makes it possible to create content that is bold and engaging.

Another takeaway was the success of relatable and localised messaging. Some of the out-of-home billboards used region-specific references, which worked really well for audiences in those areas. It showed that tailoring content to different places can have a real impact.

Wrapping It Up

Hooch’s 30th birthday summer campaign was more than just a nostalgic celebration. It was a statement about where the brand is today and where it’s heading next. By leaning into its 90s heritage, staying bold and cheeky, and reacting quickly to cultural moments, Hooch proved that even three decades on, it can still capture attention and connect across generations. With the campaign still running, the energy is far from over and it’s clear that Hooch is here to stay.

At Together, we love bringing bold ideas like this to life whether it’s tapping into cultural moments, building campaigns that spark conversation, or helping brands connect with audiences in new ways. If you’d like to find out how we can help your brand create impact, get in touch with us today.