It’s just a new flavour launch, Orange Passionfruit Zero Sugar 4.5%, but Hard Rated has gone all out to make an impact in a ferociously competitive environment.

The first part is Pash Hard, rolling out across social, out-of-home and online video. The second part is Body Double, television commercials that will bring Hard Rated’s sporting partnerships to life across Seven’s AFL coverage and Foxtel’s Thursday Night NRL sponsorship.

Australia’s AFL versus NRL rivalry will also play out beyond the advertising through the Code of Passion, a creator-led challenge featuring former AFL player and Dan Does Footy host, Dan Gorringe, and former NRL player and Backstage with Cooper & Matty Johns, co-host Cooper Johns. 

Gorringe and Johns will go head-to-head across a series of three challenges designed to determine which football code boasts the most passionate fans. 

The campaign kicks off with a live AFL versus NRL debate on August 19 on the Dan Does Footy YouTube channel, followed by additional challenges designed to test Dan and Coopers’ physical abilities and the passion of each codes’ fans. Aussies will vote on the winner for a chance to win both AFL and NRL grand final tickets and $5,000 spending money.

The Code of Passion campaign and activation was developed by The Gifted Group, with PR led by Headline PR, creative by Clemenger BBDO and 1House, and media by PHD and Mindshare.

 Hard Rated is Australia’s most popular pre-mixed alcoholic drink, surpassing AU$1.5 billion in retail sales since launching in July 2023

Asahi Beverages head of RTDs and cider, Sarah Wilcox, head of RTDs and cider at Hard Rated parent, Asahi Beverages, head of RTDs and cider, stated, “Orange Passionfruit is a big launch for Hard Rated and we wanted a campaign that matched that, with punchy product creative, across television, outdoor and digital, alongside our AFL and NRL partnerships.

“Both codes have incredibly passionate fan bases and give us a great platform to have some fun with the brand and connect with Hard Rated drinkers around something they genuinely care about.”

The Code of Passion campaign and activation was developed by The Gifted Group, with PR led by Headline PR, creative by Clemenger BBDO and 1House, and media by PHD and Mindshare.

Credits:

Creative: Clemenger BBDO & 1House
Animation: Sidepiece 

1House:
Brand Partner: Brigitte Dagg
Senior Project Lead: Jim Vizard
Connections Strategist: Yael Chesworth
Social Manager: Stephen Cuff
Social Planner: Esther Nguyen
Social Specialist: Alex Ratcliffe
Content Creator: Steven Bradshaw
Graphic Designer: Justin Pedler

Client: Asahi Beverages
Brand Director: Sarah Wood
Marketing Manager: Amy Pollock-Hall
Brand Manager: April Vawdrey
Partnership Managers: Jackson Smith & Alex Howe

PR: Headline PR
Talent Management: The Gifted Group
Media: PHD & Mindshare