How not thinking straight grew Dare Iced Coffee
In need of a hero
By introducing $1/L milk, Private Label drastically changed the dynamics of the milk category. In response Lion, who had a large dairy portfolio, needed to change strategies to refocus on new profitable opportunities. Lion identified an opportunity for growth in Dare Iced Coffee. They subsequently charged the Dare brand with the hefty growth target of doubling volume in three years.
To achieve this, Dare needed to take on some tough competition.
A mighty competitor – Ice Break
With a...