Agency: AJF Partnership
Advertiser: Lion - Dare Iced Coffee
Category: Long Term Effects
Dare successfully took on Australian iced coffee brands and international pick-me-ups by creating a new consumption occasion: becoming the habitual choice for whenever people are not thinking straight.
It took the brand to new heights. Dare grew 150% in volume sales over six years1 and not only became market leader of the iced coffee category2, but also experienced share growth that far outweighed its key impulse NARTD competitors Red Bull, V Energy, Coca-Cola and Ice Break. Growing from the 5th to the 3rd position, 1% behind market leader Red Bull, leaving Coca-Cola behind.3
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What was the strategic communications challenge?