Hard Rated pushes trans-Tasman rivalry further with new Droga5 campaign

After establishing itself as Australia’s top-selling premix, Asahi-owned Hard Rated is pushing its launch message across the ditch with a new Droga5 campaign that leans into the trans-Tasman brain drain.

The latest phase centres on a simple idea: bring a New Zealander home. A nationwide callout asked Kiwis to dob in a mate living in Australia who needed a nudge to return.

According to the brand, the entries ranged from heartfelt to brutal, all anchored in the suggestion that the “brain drain” might have been caused by Australians keeping the top RTD to themselves.

From there, the campaign zeroed in on one nominee, Grayson. Hard Rated staged a string of stunts across Sydney urging him to come back, including a helicopter banner over the Sydney harbour and outdoor ads around Bondi.

The chase played out on radio, social and on-ground activations before rolling into New Zealand media. It ended with his return to Aotearoa, where the brand staged a hero’s welcome at the airport.

Asahi Beverages NZ GM marketing Tatyana Dickson said the work extends the platform launched earlier this year.

"New Zealanders have long crossed the ditch for better pay or warmer weather, or so we thought. Hard Rated’s launch campaign flipped that idea."

Droga5 ANZ ECDs Christie Cooper and James Conner said the new phase builds on the rivalry in a way that lets the brand show up with personality. The agency developed the integrated campaign with production support from Eden Studios and media handled by Spark Foundry NZ and Hearts and Science.