There are a billion and one premix options. Carlton & United Breweries’ Hard Rated alcoholic lemon premix has had a meteoric rise to the top of the light ready to drink alcohol category. Clemenger BBDO has given it a distinctive personality to keep it there. It’s the drink that’s Born Cheeky and it’s enticing others do join in.
To bring Born Cheeky’s mischievous mission to life, Clemenger developed a bold and brazen little character that lurks within all of us, laying low as we go about our laundry and dishes. But every so often, when an opportunity arises, the Inner Cheeky pops up to encourage us to have a bit of fun. The creative celebrates cheeky acts, like using a run club as a dating app or making a full meal out of cheese tasting samples in a supermarket deli.
Amy Pollock-Hall, Hard Rated marketing manager, stated, “Hard Rated’s classic lemon taste and refreshingly low-fizz liquid has appealed across demographics, establishing the brand as a juggernaut. This campaign layers mischievous intent to celebrate cheekiness in all forms and build meaning beyond the liquid.”
Clemenger BBDO executive creative director, Ant Phillips, added, “Hard Rated has naturally found its way into Australian culture as the drink that is a little bit cheeky. Now we want to bring that cheekiness out in everything we do with the brand. And by that, I mean we literally want to bring it out of the top of people’s heads.”
The campaign launched on Sunday, December 1 and is running across OOH, film, audio and social.
Credits:
Client: Carlton & United Breweries
Head of RTDs and Cider: Sarah Wilcox
Marketing Manager Hard Rated and Good Tides: Amy Pollock-Hall
Creative Agency: Clemenger BBDO
Chief Creative Officer: Adrián Flores
Executive Creative Directors: Ant Phillips & Richard Williams
Creative Director: Derek Anderson
Art Director: Ben Bryan
Copywriters: Tom Vizard, Riana McKenzie & Talia Stone
Chief Strategy & Experience Officer: Simon Wassef
Strategy Partner: Brooke Thompson
Managing Partner: Jason Melhuish
Group Business Director: Sam Siddons
Business Director: Lauren Mayne
Business Manager: Mack Horton
Producer: Amalia Markis
Head of Studio: Matt Gauci
Retouching: Sam Tsui
Production Company: Hooves
Director: Ayappa
Executive Producer: John Pace
Producer: Renae Begent
Offline Editor: Jack Hutchings @ The Editors
Grade: Martin Greer
Online & VFX: Pancho
Sound Design: Liam Annert @ Rumble Studios
Media Agency: PHD
