Dare Iced Coffee

Reframing an opportunity propelled Dare Iced Coffee to category leadership and beyond.

Challenge

Dare is the number #1 iced coffee brand in Australia. Our challenge was to find continuing long-term growth in a market crowded with fiercely competitive brands.

Services

  • Brand strategy
  • Brand planning
  • Creative advertising
  • Design and rollout

Where do you look for new growth when you’re the category leader?

Market data showed that energy and carbonated drinks were valued at more than three times the iced coffee category.

Idea

This presented fertile ground for new growth. So we broadened our focus to include the entire caffeinated beverages market.

In partnership with Lion, AJF GrowthOps developed a strategy to reposition Dare Iced Coffee as the solution for every occasion when you’re not thinking straight. With funny, relatable advertising, behavioural insights informed by new thinking on habit loops, and a creative platform of ‘A Dare Fix’ll Fix It,’ we were able to win market share from adjacent categories like soft drinks, energy drinks and hot coffee.

The campaign was executed to take full advantage of every opportunity across paid and owned channels. AJF GrowthOps had billboards intentionally installed upside down, and designed special labels for Dare bottles with jumbled lettering. We even purchased the top 200 misspelled Google search terms to deliver Dare’s message with maximum contextual impact.

In recognition of these exceptional results, our work for Dare won the 2017 Grand Effie, the Australian marketing industry’s highest award for advertising effectiveness.

Impact

The campaign drove a 154% increase in video ad views, coupled with a 41% increase in new attendee conversions as 1.65 million Australians picked up a Dare in 2016. In recognition of these exceptional results, our work for Dare won the 2017 Grand Effie, the Australian marketing industry’s highest award for advertising effectiveness.

What this meant for the business.

“It’s fantastic for AJF GrowthOps to have a long-term relationship with Lion Dairy & Drinks and the Dare brand. This partnership has driven proven results and continued success over a sustained period.”

Josh Stephens
Chief Creative Officer, AJF Growthops

Outcome

154%

increase in video ad views.

41%

increase in conversions of new attendees!

1.65 Million

Australians Picked up a Dare in 2016.

Looking to create your own daring campaign?

Get in touch