Dare Iced Coffee: How communication allowed Dare to go mental
Agency: AJF Partnership
Advertiser: Lion – Dare Iced Coffee
Author: Lucy Cochran
Total Campaign Expenditure:$5 – 10 million
Executive Summary
Dare Iced Coffee dared to dream big. By creating a campaign which bolstered Dare's coffee credentials and redefined who iced coffee drinkers were, the brand rocketed to the number one iced coffee in its key distribution channels. The campaign idea focused on the message that iced coffee gives you mental strength, and in doing so tapped into a new target market and need; resulting in Dare...