Hard Rated Turns Up the Passion in New Brand Campaign
Hard Rated has launched a two-pronged major national campaign to promote its newest flavour, Orange Passionfruit Zero Sugar 4.5%.
The first part is Pash Hard, rolling out across social, out-of-home and online video. The other 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.
Hard Rated is Australia’s most popular pre-mixed alcoholic drink, surpassing $1.5 billion in retail sales since launching in July 2023. Orange Passionfruit joins the brand's core flavour range alongside Lemon, Lemon Lime and Orange.
Asahi Beverages head of RTDs and cider, Sarah Wilcox said the campaign was designed to give the new flavour a major launch while building the brand's connection with Australian sport.
"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," Ms Wilcox said.
"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 AFL versus NRL rivalry will also play out beyond the advertising through the Code of Passion. This creator-led challenge features 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 19 August at 8pm 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. Consumers 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 Orange Passionfruit Zero Sugar 4.5% is available nationally in 375mL cans.
