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Australia

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2017

How not thinking straight led to long-term growth.

Agency

AJF GrowthOps

Client

Lion

Awards

The Grand Effie

Gold

Long Term Effects

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 category, 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.

Case study

2017 Long Term Effects – How not thinking straight led to long-term growth

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Credits

Head of Strategy / Author	Pieter-Paul von Weiler
Partner and Executive Creative Director	Joshua Stephens
Creative Director	Glenn Dalton
Creative Director	George Freckleton
Planner / Author	Heleen Hidskes
Group Account Director	Sarah Tukua
Senior Account Manager	Megan Wailes
Marketing and Innovations Director	Darryn Wallace	Lion
Category Marketing Director Milk Beverages	Sharon Winter	Lion
Senior Brand Manager Dare Iced Coffee	Laura Hindson	Lion
Brand Manager Dare Iced Coffee	Jacqui Shemer	Lion