Effies
Australia
How not thinking straight helped Dare win
Agency
AJF GrowthOps
Client
Lion
Awards
Bronze
Beverages
Case Study
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 you’re market leader and the Iced Coffee category is decline without you – and Dare also gained share from the 3 biggest non-alcoholic drinks in Australia.
Case study
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Credits
| Author / Strategy Director | Lucy Cochran | ||||||||
| Author / Senior Strategic Planner | Pieter-Paul Von Weiler | ||||||||
| Author / Insights Manager | James Sheard | ||||||||
| Director | Stephanie Sieber | ||||||||
| Senior Account Director | Lucy Haworth | ||||||||
| Partner/Creative Director | Joshua Stephens | ||||||||
| Creative Director | Andy Jones | ||||||||
| Creative Director | Glenn Dalton | ||||||||
| Client Business Manager | Jessica Bell | Starcom | |||||||
| Category Director, Milk Based Beverages | Jeff Swan | Lion | |||||||
| Head of Marketing & Innovation | Charmaine England | Lion | |||||||
| Senior Brand Manager, Iced Coffee | Ian Jankelowitz | Lion | |||||||
| Brand Manager, Dare Iced Coffee | Mary Stafford | Lion | |||||||
| Category Marketing Manager, Milk Beverages | Todd Gordon | Lion |