Agency: Euro RSCG Wnek Gosper | Author: Julie Karakashian |
Hooper's Hooch: 'How to avoid becoming a Babycham'
OUR CHALLENGE
At the start of 1998, Bass and Euro RSCG were faced with a difficult challenge. Hooper's Hooch was under threat of potential destruction its image undermined by the category at large. Our deepest fears were of another Babycham, associated with underage, feminine drinkers.
This paper aims to demonstrate how advertising helped to reposition the Hooper's Hooch brand reestablished its adult credibility, and provided credentials as an acceptable, adult alcoholic beverage.
THE BACKGROUND
Hooper's Hooch was launched in June 1995 and...