Bass Ale’s Hooper’s Hooch was already big in the UK, but needed a powerful introduction into US markets. The audience needed to be educated to the attributes of the Hooper’s brand. This alcoholic lemon brew included lemon bits of pulp, along with its uniquely refreshing taste, making for easy drinking.
The brand needed to cut through with a powerful creative campaign using radio as the primary media, to drive occasion based usage around the Memorial Day weekend in 36 key markets. The character of Fergus was born – a Scottish Rastafarian who married his UK heritage and his island lifestyle, for a successful opening splash for the Bass Ale brand.