Dare Iced Coffee: How communication allowed Dare to go mental

This case study explains how Dare Iced Coffee created a campaign in Australia which redefined who iced coffee drinkers were.

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...

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