How not thinking straight grew Dare Iced Coffee

This case study explains how Lion, a food and drink company, relaunched its Dare Ice Coffee brand by targeting a new audience of white-collar young males.

How not thinking straight grew Dare Iced Coffee

Pieter-Paul von Weiler and Lucy CochranAJF Partnership

In need of a hero

By introducing $1/L milk, Private Label drastically changed the dynamics of the milk category. In response Lion, who had a large dairy portfolio, needed to change strategies to refocus on new profitable opportunities. Lion identified an opportunity for growth in Dare Iced Coffee. They subsequently charged the Dare brand with the hefty growth target of doubling volume in three years.

To achieve this, Dare needed to take on some tough competition.

A mighty competitor – Ice Break

With a...

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