CUB and Hard Rated get cheeky in new brand platform via Clemenger BBDO
Carlton & United Breweries’ (CUB) Hard Rated – once known as Hard Solo – has launched a cheeky new brand platform via Clemenger BBDO.
Celebrating cheeky acts — like using a run club as a dating app or making a feel meal out of cheese samples at the deli — ‘Born Cheeky’ encourages all Aussies to have a bit of fun.
The bold platform leans into everyone’s ‘inner cheeky’ and reminds people its okay to let it out when the opportunity arises.
It also highlights Hard Rated’s incredible rise to the top, as one of Australia’s favourite ready-to-drink alcoholic beverages.
“Hard Rated’s classic lemon taste and refreshingly low-fizz liquid has appealed across demographics, establishing the brand as a juggernaut,” said Hard Rated marketing manager, Amy Pollock-Hall.
“This campaign layers mischievous intent to celebrate cheekiness in all forms and build meaning beyond the liquid.”
Ant Phillips, executive creative director at Clemenger BBDO, added: “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 is launching 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
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Born Cheeky
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Carlton and United Breweries
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they should bring out a vanilla flavour to match the campaign level of creativity. Born dull maybe
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