Hooch's Influencer Campaign Ft. Joe Charman Banned by ASA - #OutrageouslyRefreshing
 |
| Hooch's Vine |
Hooper's Hooch, known simply as Hooch, is an alcopop beverage with a storied past replete in nineties British references. Those do escape me, however, I can appreciate the smooth, lemony taste and fun-loving feel of Hooch. So too does Vine celebrity and influencer Joe Charman who was recently drawn into Global Brands owned Hooch's social media push. Along with Charman, Hooch recruited additional Vine fame with Huw Samuel, Leslie Wai, and Stuggy. Refusing to skimp on platforms, Vine, Facebook, Snapchat, and YouTube were all given attention over three months.
A regular feature in Hooch advertising, Charman's internet fame came from a variety of Vines showcasing his mastery of useless tricks and talents, called "I've Got Skills." Charman's popularity has been garnered largely through a younger crowd, thanks to his random finesse and "impressive but pointless" tricks.
A regular feature in Hooch advertising, Charman's internet fame came from a variety of Vines showcasing his mastery of useless tricks and talents, called "I've Got Skills." Charman's popularity has been garnered largely through a younger crowd, thanks to his random finesse and "impressive but pointless" tricks.
Charman featured in a Hooch advert on Facebook entitled "When its [sic] your round ... Make It a Hooch! #OutrageouslyRefreshing" In it, Charman walks poolside with three bottles of Hooch in hand. He takes a running jump, landing on an inflatable item in the pool which floated across, depositing Charman on the opposite side to his waiting friends. He hands each friend a bottle. Apart from the friends bordering on underage, Charman's antics are far flung from adulthood.
The video, released 10 June 2016, has since been removed after the ASA (Advertising Standards Authority) banned it for promoting "juvenile behaviour." Concerned UK advertising watchdogs complained about the ad, stating that because Charman was with young people it breached the code and was "likely to be of particular appeal to under-18s." Additionally, much of Charman's fanbase is made up of young people.
Interestingly, Facebook said that the post did not violate their terms.
In answer to the ban, Global Brands stated that Charman's acts are not feasible for viewers to imitate or mimic as they are "not real or achievable." Simply put, Charman is an entertainer and believes that this much is obvious based on the impossible feats he regularly performs. The ASA asserted that the ad as it is will not be allowed to air.
The video, released 10 June 2016, has since been removed after the ASA (Advertising Standards Authority) banned it for promoting "juvenile behaviour." Concerned UK advertising watchdogs complained about the ad, stating that because Charman was with young people it breached the code and was "likely to be of particular appeal to under-18s." Additionally, much of Charman's fanbase is made up of young people.
Interestingly, Facebook said that the post did not violate their terms.
In answer to the ban, Global Brands stated that Charman's acts are not feasible for viewers to imitate or mimic as they are "not real or achievable." Simply put, Charman is an entertainer and believes that this much is obvious based on the impossible feats he regularly performs. The ASA asserted that the ad as it is will not be allowed to air.
Global Brands senior brand manager Christian Sarginson said in a statement that the company was "extremely disappointed" with ASA's decision to keep the ban in place.
Jacqui Litvan
Jacqui Litvan, wielding a bachelor's degree in English, strives to create a world of fantasy amidst the ever-changing landscape of military life. Attempting to become a writer, she fuels herself with coffee (working as a barista) and music (spending free time as a raver). Follow her @Songbird_Jacqui
Contact us on Twitter, on Facebook, or leave your comments below. To find out about social media training or management why not take a look at our website for more info: TheSMFGroup.com
Hooch's Influencer Campaign Ft. Joe Charman Banned by ASA - #OutrageouslyRefreshing
Reviewed by Unknown
on
Friday, October 28, 2016
Rating:
Reviewed by Unknown
on
Friday, October 28, 2016
Rating:
Unknown
Keeping you up to date on social media, digital marketing, apps, news & reviews. Social media, and digital marketing as a whole, are rapidly and constantly changing, adapting to new developments at an ever increasing rate. Just keeping up to date can be a nightmare. Our team of writers know their field, and keep an ear to the ground. We aim to keep you informed of all recent developments in the online world, and teach you a little something along the way. So whether you just want to stay connected, or gain some knowledge for yourself, the Social Songbird will keep on singing! More articles are posted every day so keep checking back! Join the discussion on Twitter - #SocialSongbird Or contact us directly - @SocialSongbird_
Entrepreneur, international speaker on Social Media Marketing. First one in the UK to write and speak in conferences about Twitter as a marketing tool. Consultant to Corporate Companies, Government Organizations, Marketing Managers and Business Owners.
Aspiring novelist with a passion for fantasy and crime thrillers. He hopes to one day drop that 'aspiring' prefix. He started as a writer and soon after he was made Executive Editor and Manager of the team at Social Songbird. A position he held for 5 years.
Adrienne is a passionate writer with experience in editing, content creation, and social media marketing. She’s a lover of animals, helping others improve their writing, and 2000s pop culture.
Musician, audio technician, professional tutor and a Cambridge university English student. Interested in writing, politics and obsessed with reading.
Recently graduated with a BA in English Literature from the University of Exeter, and he is about to study an MA in Journalism at the University of Sheffield. He is an aspiring journalist and novelist; in his free time he enjoys playing chess, listening to music and taking long walks through nature.
Lucy is an undergraduate BSc Politics and International Relations student at the London School of Economics and Political Science.
Anna Coopey is a 4th year UG student in Classics at the University of St Andrews in Scotland. She is a keen writer and researcher on a number of topics, varying from Modern Greek literature to revolutionary theory.
Ellie is a recent BA English Literature graduate and aspiring publisher with a passion for writing. Her favourite pastimes include reading and shopping.