Clemenger BBDO has added a bit of cheekiness into building the long-term brand platform for Carlton & United Breweries’ Hard Rated alcoholic lemon premix.
To bring Born Cheeky’s mischievous campaign to life across OOH, film, audio and social, the creative agency 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 from cheese tasting samples in a supermarket deli.
In the films, we see an ‘inner cheeky’ rise from the mischief-maker’s head after they’ve broken an unwritten rule. After applauding the ballsy move, the ‘inner cheeky’ sits on their ‘outwardly cheeky’ human’s shoulder as the pair celebrate by cracking open a Hard Rated.
“Hard Rated’s classic lemon taste and refreshingly low-fizz liquid has appealed across demographics, establishing the brand as a juggernaut,” said Amy Pollock-Hall, Hard Rated marketing manager. “This campaign layers mischievous intent to celebrate cheekiness in all forms and build meaning beyond the liquid.”
Clemenger BBDO executive creative director Ant Phillips said: “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 1 December 2024 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 Director – Ant Phillips
Executive Creative Director – Richard Williams
Creative Director – Derek Anderson
Art Director – Ben Bryan
Copywriter – Tom Vizard
Copywriter – Riana McKenzie
Copywriter – 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 and VFX – Pancho
Sound design – Liam Annert @ Rumble Studios
Media Agency – PHD