Clemenger Gets Up to Mischief with 'Born Cheeky' Platform for CUB’s Hard Rated

In a world where brands are constantly trying to carve out their own space, Clemenger BBDO has found a unique approach to establish Carlton & United Breweries’ Hard Rated as the drink of choice for those with a cheeky side. The agency’s new Born Cheeky campaign for Hard Rated alcoholic lemon premix is a bold, fun-filled take on branding that taps into the mischievousness we all have lurking beneath the surface. The campaign is designed to bring that playful spirit to life and integrate it into the very essence of the brand.

A Cheeky Brand with a Bold Personality

Hard Rated, which has quickly become Australia’s number one light ready-to-drink (RTD) alcoholic beverage, has always had a bit of a cheeky reputation. But with the Born Cheeky platform, Clemenger BBDO is taking it to the next level by celebrating cheekiness in every form. The campaign revolves around the idea that there’s an “inner cheeky” within all of us, waiting for the perfect moment to break free.

To bring this concept to life, the creative team at Clemenger BBDO developed a bold and brazen character that embodies this mischievous side. The character lies low during everyday activities like doing laundry or washing dishes, but when the opportunity arises for a cheeky move, it jumps to life, encouraging the individual to embrace the fun. Whether it’s using a run club as a dating app or making a meal out of cheese samples at the supermarket, the campaign is about celebrating those moments when we do something a little bit naughty, yet fun.

The Campaign: Films, Audio, OOH, and Social Media

The Born Cheeky campaign spans a variety of media platforms, ensuring that the mischievous nature of Hard Rated reaches consumers wherever they are. From out-of-home (OOH) placements to film, audio, and social media, the campaign invites people to embrace the playful side of life, making it a truly integrated experience.

The films in the campaign capture the essence of the Born Cheeky concept, where we see the “inner cheeky” character manifest from the head of a mischief-maker after they’ve broken an unwritten rule. It’s a playful moment, where the character applauds the daring action, sitting on the person’s shoulder as the two celebrate together. And of course, they crack open a Hard Rated to mark the moment, reinforcing the connection between the brand and the cheeky acts that inspire fun and freedom.

A Growing Brand with Strong Appeal

Hard Rated’s success speaks for itself. The classic lemon taste and low-fizz liquid have made it a favorite among consumers across various demographics. It’s not just a drink; it’s become a symbol of the cheeky, carefree moments that everyone craves. Amy Pollock-Hall, Hard Rated’s marketing manager, explains, “Hard Rated’s classic lemon taste and refreshingly low-fizz liquid have 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.”

The Born Cheeky campaign is an extension of the brand’s personality, adding layers of playful intent to the product’s already strong identity. The focus is not just on the drink itself but on creating a connection with consumers that goes beyond the product—celebrating those moments of mischief and the joy that comes with embracing a cheeky attitude.

Celebrating Cheekiness in Everything

Ant Phillips, Clemenger BBDO’s executive creative director, shares the philosophy behind the campaign: “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 aims to tap into a universal truth—everyone has a cheeky side that’s waiting to be unleashed. Whether it’s in social situations, at work, or in the privacy of your own home, the Born Cheeky platform encourages people to embrace that side of themselves and celebrate it in their daily lives. The campaign invites consumers to identify with the character, to recognize the mischief within, and to enjoy a Hard Rated as a way to toast to those fun, carefree moments.

By integrating humor, mischief, and relatability, the campaign establishes Hard Rated as more than just a beverage—it becomes a symbol of fun and cheeky adventures. As the brand continues to grow in popularity, the Born Cheeky platform ensures it remains an integral part of Australian culture, appealing to a wide audience with its lighthearted yet impactful message.

Moving Forward with Mischief and Playfulness

With Born Cheeky, Clemenger BBDO has successfully created a long-term platform for Hard Rated that taps into the hearts of its audience. The campaign emphasizes the importance of embracing life’s cheeky moments, whether big or small, and celebrates the freedom that comes with letting loose and having fun. It’s a campaign that isn’t just about selling a product; it’s about creating a brand identity that resonates deeply with consumers and brings out the playful side in all of us.

By combining bold, clever creativity with a strong brand personality, Born Cheeky is set to be a defining campaign in the world of out-of-home advertising, film, and social media. It’s a playful reminder that sometimes, embracing a little bit of cheekiness can go a long way.