Hard Rated crashes into NZ with cheeky Droga5 launch

AUCKLAND, Friday: Hard Rated, Australia’s top RTD, has finally landed in New Zealand — and it’s bringing a wild, unapologetic campaign that’s already got Kiwis laughing, thanks to Droga5 Aotearoa.

The launch leans into the classic trans-Tasman rivalry with a full-throttle campaign that lets Kiwis know there’s no need to cross the ditch anymore — the drink’s come to them.

Kicking things off, Hard Rated issued a cheeky apology in the New Zealand Herald, along with a radio ad from its fake Chief Trans-Tasman Relations Officer. The message? You’re welcome, Aotearoa.

The real reason for the Kiwi brain drain? Not jobs. Not beaches. Just a desperate thirst for Hard Rated. But now it’s on shelves here too — problem solved.

“We feel partially responsible for this trans-Tasman exodus. So, we’re owning it, apologising, and letting everyone know there’s one less reason to leave. Because why go to Aussie when Aussie’s best drink just came to you?” – James Conner

The campaign covers all bases, OOH, digital, radio and press — all delivered with Hard Rated’s signature loud-and-proud style.

To top it off, they’re even flying one lucky Kiwi back home — a cheeky nod to the RTD finally reaching local shores.

“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.

“We feel partially responsible for this trans-Tasman exodus. So, we’re owning it, apologising, and letting everyone know there’s one less reason to leave. Because why go to Aussie when Aussie’s best drink just came to you?” adds James Conner.

“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.