The vodka-based citrus-flavoured pre-mix alcoholic drink (originally called hard Solo) has travelled across the Tasman and landed in New Zealand. Droga5 Aotearoa is preparing for it make a splash in its crowded category as it has in Aus (It’s Australia’s #1 RTD.)

The campaign uses the irreverent humour in which its target audience thrives to announce the brand’s arrival, kicking off with a tongue-in-cheek apology in the form of a false cover wrap on the front of the New Zealand Herald and a radio spot from Hard Rated’s self-proclaimed chief trans-Tasman relations officer who asserts the real reason behind the Kiwi migration to Australia wasn’t job prospects or sunshine – it was simply access to Hard Rated. Now that problem (and exodus) has been solved. Hard Rated is available to Kiwis who stay put.

The full campaign covers OOH, radio, press and digital plus a showy promo – to fly a deserving Kiwi back home, all managed by media agencies, OMD, Hearts and Science and 1house.

Christie Cooper, creative director at Droga5 Aotearoa, commented, “New Zealand has seen a talent drain for years. The usual excuses? Better jobs or better weather. But we suspect there’s been a more pressing, more delicious reason – access to Australia’s number one RTD. With Hard Rated finally available here, we’re expecting fewer one-way flights.”

James Conner, creative director at Droga5 Aotearoa, added, “We feel partially responsible for this trans-Tasman exodus. So, we’re owning it, apologising, and letting everyone know there’s one less reason to leave. Because why go to Aussie when Aussie’s best drink just came to you?”

Oliver Downs, general manager, marketing, at Asahi, stated, “Australians have a habit of claiming Kiwi culture as their own. We saw an opportunity to flip that script. With this bold and cheeky lemon RTD, we’re bringing the taste and attitude that made Hard Rated a hit in Australia straight to Kiwi drinkers.”