Clemenger BBDO has crafted a fresh brand platform for Carlton & United Breweries' Hard Rated, an alcoholic lemon premix, with a campaign titled 'Born Cheeky'.

Hard Rated has shot to Australia's leading light ready-to-drink (RTD) alcoholic beverage, appealing to a broad demographic with its classic lemon taste and refreshingly low-fizz liquid. The 'Born Cheeky' campaign introduces a character named 'Inner Cheeky', embodying the mischievous side in everyone. This character encourages people to break unwritten rules and celebrate with a Hard Rated drink.

The campaign, which launched on 1st December 2024, includes out-of-home (OOH), film, audio, and social media elements, aiming to build a deeper connection with the brand's audience.

Amy Pollock-Hall, Hard Rated Marketing Manager, commented on the campaign: "Hard Rated’s classic lemon taste and refreshingly low-fizz liquid has appealed across demographics, establishing the brand as a juggernaut. This campaign layers mischievous intent to celebrate cheekiness in all forms and build meaning beyond the liquid."

Ant Phillips, Clemenger BBDO Executive Creative Director, 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."