Lion - Dare Iced Coffee: How not thinking straight led to long-term growth

This case study explains how Dare, an Australian iced coffee brand, outperformed its competitors by creating a new consumption occasion: becoming the habitual choice for whenever people are not thinking straight.

Campaign details

Agency: AJF PartnershipAdvertiser: Lion - Dare Iced CoffeeCategory: Long Term Effects

Executive Summary

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....

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