Droga5 Aotearoa Hard Launches Hard Rated to Kiwis in Cheeky New Campaign

In a boldly refreshing move, Australia’s number one RTD, Hard Rated, is hitting New Zealand shelves – backed by a hilariously irreverent campaign designed to get thirsty Kiwis talking. Created by Droga5 Aotearoa, part of Accenture Song, the integrated campaign aims to shake up a crowded category and let New Zealand know there’s a new top drink in town – one that’s finally crossed the ditch, so there’s no need to do the same.

The campaign kicked 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. The message? The real reason behind the Kiwi migration to Australia wasn’t job prospects or sunshine – it was simply access to Hard Rated. But worry no more, because the drink is now available across New Zealand, effective immediately.

The campaign spans OOH, radio, press and digital – loud, proud, and impossible to miss.

To further cement the apology, Hard Rated is going the extra mile (literally) with a promo to fly a deserving Kiwi back home.

Christie Cooper, Creative Director at Droga5 Aotearoa — “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 — “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, GM Marketing at Asahi — “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.”

• Campaign Credits:
• Client: Asahi
• Creative Agency: Droga5 Aotearoa
• Media Agency:OMD, Hearts and Science, 1house