#1 Brainfail Campaign

Dare Iced Coffee launched the “Jumble” campaign to highlight how its coffee can help people to set their heads straight when they get mixed up. The campaign with the tagline ‘When your place is all over the head, a Dare fix’ll fix it’ was launched and created by AJF Partnership, and has created debate on the brand’s social network profiles from fans.(mUmBRELLA, 2014)

JF Partnership Melbourne launched its newest wave of commercials for Dare Iced Coffee on January 26, 2013. The new 15-second spots show a policeman, a basketball player and a office worker in situations where they weren't thinking straight. Each of the three characters turns to Dare to get them back on track. 

Dare Iced Coffee has been enjoying significant growth becoming the number one selling dairy beverage last year and having the success of the occasion-based strategy recognised at the 2013 Effie Awards. (Campaign Brief Australia, 2014)

The campaign activity includes television commercials, outdoor and online activity. The campaign is running outdoors, in stores, and is pushing its presence in the digital space as Mary Stafford, brand manager for Dare Iced Coffee, said the brand has lively debate on its Facebook platform as well as Reddit and Instagram. 

Dare Iced Coffee Media Release

References:

mUmBRELLA, (2014). Dare Iced Coffee Archives - mUmBRELLA. [online] Available at: http://mumbrella.com.au/tag/dare-iced-coffee [Accessed 24 Oct. 2014].

Campaign Brief Australia, (2014). Dare Iced Coffee gets people back on track in new series of spots via AJF Partnership, Melbourne. [online] Available at: http://www.campaignbrief.com/2014/01/dare-iced-coffee-gets-people-b.html [Accessed 24 Oct. 2014].