Hardmade breaks stereotypes with the help of a new platform and brand hero

Hardmade, a beer brand owned by Kompania Piwowarska, is undergoing a series of revolutionary changes. April 19 marked the launch of its new creative platform, introducing the brand heroine - Mrs. Hardmade. The portfolio also debuts new, innovative flavour variants such as Blackberry Vanilla, Exotic Kumquat and non-alcoholic Citrus Ice Tea Crush. Additionally, the packaging has received a refreshed graphic design. Both communication and products aim to break category stereotypes.

Targeting Gen Y and Z, the Hardmade brand stands out with its delicious flavours, the preparation of which, as the name suggests, requires considerable effort. Now, the quality and deliciousness of these products will also be emphasized with the use of a new platform - Mrs. Hardmade Knows What's Good.

The brand's new heroine, Mrs. Hardmade, is portrayed in the campaign as the creator of new flavour variants and the guarantor of their deliciousness. She is also up to date with pop culture trends. Her character breaks all stereotypes, as she is a lover of creative fashion, fan of newspeak and forever young-at-heart senior. Mrs. Hardmade charms with her warmth, radiates positive energy, and encourages people to savour life.

The new platform is a response to the expectations of Hardmade’s target group in terms of communication. From the concept itself, through the image of the brand heroine, to specific scripts, Mrs. Hardmade is extremely relatable because relationships are one of the most important values for young adults. On top of that, she is funny, which according to research is crucial in effective communication. This combination generates positive vibes and inspires people to make the most out of life.

The idea of the platform translates into many creations, as the brand has prepared two 15-second spots and a comprehensive digital platform. However, soon Mrs. Hardmade will show her true colours through other activities as well.

– Hardmade is undergoing a complete transformation, opening the doors to a new era of communication. We believe that life is too short for boredom and routine, so we decided to embody the brand's mission by creating a new character. Meanwhile, there are new and unique flavours already waiting on store shelves. The entire portfolio has also received a new graphic design – comments Dagmara Roger, Hardmade Brand Manager.

Three new Hardmade flavours are now available for sale: Blackberry Vanilla, Exotic Kumquat and refreshing non-alcoholic variant Citrus Ice Tea Crush. Additionally, the non-alcoholic variants of Hardmade now have a new formula - with a minimum of 20% fruit juice content. Besides the new offerings, consumers can still enjoy well-known flavours, including Yuzu Lemon (a combination of sweet mandarin, bitter grapefruit, and sour lemon), Raspberry Crush, Cool Passion Fruit and Strawberry Crush 0.0%. The novelties are available in stores and gastronomic venues across Poland.

The launch of the new platform and new flavour variants is accompanied by a refreshed packaging design for the entire brand line. Hardmade beer is available in 400ml bottles, which now feature more vivid colours, a modern label inspired by retro aesthetics, and a craft-style design.

The promotional campaign will appear online, on television and outdoors. Moreover, new visually appealing materials will be displayed in points of sale, with sampling activities are planned as well.

The creative concept was delivered by the Przestrzeń agency, media planning and buying by Zenith. The packaging was designed by Prism studio.

More info can be found on the brand’s website: www.hardmade.pl and social media profiles (Facebook, Instagram).