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Dare Iced Coffee
How not thinking straight led to long-term growth.

RAN IN: Australia

CLIENT
Lion

Darryn Wallace, Marketing and Innovations Director
Sharon Winter, Category Marketing Director Milk Beverages
Laura Hindson, Senior Brand Manager Dare Iced Coffee
Jacqui Shemer, Brand Manager Dare Iced Coffee

AGENCY
AJF Partnership *Lead Agency

Joshua Stephens, Partner and Executive Creative Director
Glenn Dalton, Creative Director
George Freckleton, Creative Director
Pieter Paul von Weiler, Head of Strategy
Heleen Hidskes, Planner
Sarah Tukua, Group Account Director
Megan Wailes, Senior Account Manager


Starcom Mediavest Group *Lead Agency


LiquidThread


Soap


SUMMARY

Dare successfully took on Australian iced coffee brands and international pick-me-ups by creating a new consumption occasion: becoming the habitual choice for whenever people are not thinking straight.
 
It took the brand to new heights. Dare grew 150% in volume sales over six years and not only became market leader of the iced coffee category2, but also experienced share growth that far outweighed its key impulse NARTD competitors.

CASE STUDY

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CASE VIDEO


Classification: National

Language: English