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...