Hardmade – You can but you don't have to. Set your free time free with the new Hardmade beer!

Hardmade is a new flavoured beer brand for a new generation of consumers. The slogan – YOU CAN BUT YOU DON’T HAVE TO is an invitation to the world of the brand and, at the same time, a non-pushy inspiration to try out new things. With Hardmade, free time – when you can do everything, but you don’t have to do anything – tastes even better. Store shelves will see three variants of beer crush with the taste of ice tea and intensely fruity lemonades from Kompania Piwowarska.

Hardmade will be available across Poland in three variants: Peach Ice Tea Crush, Raspberry Crush and Grapefruit Crush. On the one hand, it is a brand new and innovative mix of beer and the taste of ice tea and lemonades, and on the other, well-known “evergreens”, as raspberry, citrus and peach flavours are some of the most popular ones. As a result, we get extraordinary, delicious and extremely refreshing combinations.

Hardmade stands out thanks to its message – YOU CAN BUT YOU DON'T HAVE TO. It does not matter what you choose – a festival, going out to a pub or meeting with friends on a balcony. Hardmade does not try to push anything on you, you can spend your time however you want.   

– Hardmade was created for all those who value their freedom, autonomy and independence – says Anna Dzierżek, Hardmade Senior Brand Manager at Kompania Piwowarska. – For people who want to experience new things, but on their own terms, in line with the “You can but you don’t have to” slogan. Hardmade supports such an attitude on every level. 

Hardmade – in 400 ml bottles with a twist-off cap – will start appearing in stores and gastronomy outlets in the middle of March. Starting from the second half of April, the launch of the brand will be accompanied by a wide-range, innovative promotional campaign. Besides the TV spot, online activities, especially in social media, and cooperation with influencers have been planned. Points of sale will see POS materials that will make the brand stand out in the beer category. Additionally, dedicated activations will be executed in selected outlets.

Product naming and strategy, communication strategy, PR and digital activities, spot concept and creative supervision are the responsibility of the CUKIER creative group. The commercial was produced by Papaya Films. The packaging and POS materials were designed by the KOOR agency from Estonia. Media buying and planning is executed by Zenith Optimedia.