Hooch: Twisting My Lemon Man with Bez

Hooch: Twisting My Lemon Man with Bez
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Case study · Food & Drink

Nineties icon Hooch was launching Twisting My Lemon Man, a lemon IPA brewed with Northern brewers SALT. Only one man could front it: Happy Mondays’ Bez. His shoots, some cheeky research and a launch party earned 37 pieces of coverage and 45,000 landing page visits. It sold so well it was relaunched.

  • 37 pieces of coverage
  • 45K landing page visits
  • 50K+ social engagements
  • 1 relaunch
Happy Mondays’ Bez holding a can of Hooch Twisting My Lemon Man
  • Client Hooch (Global Brands) with SALT
  • Sector Drinks, beer
  • Services Product launch, talent, research-led PR, launch event
  • Audience Retail buyers, trade and beer drinkers
  • Channels Grocery trade, consumer media, social, launch party

What did Hooch need?

Hooch was launching a new product with SALT. It needed a launch with a splash across supplier, trade and consumer press, to drive volume and rate of sale in retailers.

  • Business objective: maximise volume and rate of sale in retail.
  • Communication objective: land the launch across supplier, trade and consumer media at the same time.

What was the insight?

Hooch and the Happy Mondays are both nineties icons, and ‘Twisting My Lemon Man’ nods to one of their songs. Bez was the obvious face.

The idea was Bez, and only Bez.

What did we do?

  • Shoots with Bez. Photography with the man himself drove trade coverage, including The Grocer.
  • Research with a smile. We found that Gen Z thought “Brit Pop” was an alcopop, which landed in Mail Online.
  • A launch party. Bez took to the decks at the launch party.

What did it achieve?

Results by stage of the AMEC evaluation framework, with the source for each figure.

Stage Measure Result Source
Outputs Pieces of coverage, including The Grocer and Mail Online 37 Prohibition coverage log
Out-takes Social engagements 50K+ Social platform analytics
Out-takes Share of brand mentions 62% Social listening
Outcomes Landing page visits 45K Hooch web analytics
Impact Product relaunched after strong sales Yes Global Brands

What did Hooch get from it?

A launch that did its job on shelf. Twisting My Lemon Man performed so well that it was relaunched.

What did we learn?

  • The right face does the work. Bez made the story instantly clear.
  • Pair talent with data. Research gave the consumer press a second angle.
  • What we would do differently. agree rate-of-sale reporting with the retailers at launch, so the effect on sales can be shown in numbers.