Half of Hooch’s total yearly marketing budget has been pumped into the #HoochLife campaign, which launches this summer.
Drinks distributor Global Brands, which owns the rights to Hooch, estimates the campaign could engage millions of consumers by encouraging them to “Live the Hooch life.”
The campaign includes video content, promotional labelling and chances to win prizes daily.
Hooch claimed the campaign has been strategized based on research that shows sales of the fizzy alcoholic beverage increase by more than 46% during the summer months.
Investment has been focused on tactical digital display and banner advertising across festival and music websites, as the company seeks to reach a target of a further 12m consumers.
Hooch senior brand manager Christian Sarginson said digital promotion was a key part of the campaign.
“Digital campaigns have a huge effect on consumers as 62% of millennials feel online content drives their loyalty to a brand,” he said.
“The #HoochLife campaign covers several key touch points from digital through to on-pack promotion to encourage customers to live the Hooch life.”
Hooch was relaunched by Global Brands in 2012 after the distributor signed a deal for rights with owner Molson Coors.