It’s an iconic brand. With an even more iconic jingle. But what happens when its core audience goes, well, a little soft? Tackling this problem head on, Hard Yakka worked to instil a little manliness back into their labouring friends via ‘Australia’s worksite soundtrack’, Triple M. These strategically timed, chant-backed messages reminded tradies across the country, that when on the job, they should toughen up.