Lion: How not thinking straight helped Dare win

This case study explains how Dare, an Australian iced coffee brand owned by Lion, created a new consumption occasion to increase sales.

Lion: How not thinking straight helped Dare win

Campaign details

Agency: AJF PartnershipAdvertiser:Author: Pieter-Paul Von Weiler, Lucy Cochran and James SheardTotal campaign expenditure: $2 - 5 million

Executive summary

Dare successfully took on local iced coffees and international drinks by creating a new consumption occasion for the brand. The campaign helped Dare earn a unique space in people's minds by solving a modern human problem and becoming the habitual choice for whenever you aren't thinking straight.

It took Dare to new heights. Sales grew by a massive 24% - not a small feat if...

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