Aotearoa: there’s a new RTD in town – Aussie brand Hard Rated has crossed the ditch

Australian RTD, Hard Rated, is hitting the shelves in Aotearoa, backed by a 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 drink in town – one that’s finally crossed the ditch, so there’s no need to do the same.

The campaign spans OOH, radio, press and digital and kicked off with an 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.

“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,” says Christie Cooper, creative director at Droga5 Aotearoa.

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

“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,” says Oliver Downs, general manager at Asahi.