Dare Iced Coffee Logo

How reframing the opportunity propelled Dare Iced Coffee to category leadership and beyond.

150%
Sales Volume Growth
over 6 years
1.65 MIL
Australians
Picked up a Dare in 2016
$0.80
Incremental Profit
For every marketing $1 spent

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.

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

Dare Iced Coffee Print Advertising

Solution

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

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

72%
Brand Consideration in 2018
Up from 15% in 2011
150%
Sales Volume Growth
over 6 years
$0.80
Incremental Profit
For every marketing $1 spent

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.

Key Talent

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