Dare helps people to think for themselves in latest work from AJF Partnership

Bega Dairy & Drinks has launched the latest campaign for its iced coffee brand Dare, showing that Dare will help you to ‘think for yourself’ in the latest work from its creative agency of record AJF Partnership.

The integrated campaign is the latest iteration of the ‘A Dare Fix’ll Fit It’ brand platform previously seen in a social campaign in 2021, and in the brand’s partnership with R U OK?.

The 30-second spot created for the campaign presents a world that has become reliant on technology to do the thinking for us. The spot rolls through a number of scenes and settings where people make mindless mistakes as a result of blindly trusting the information on their phones. As one man on a park bench takes a sip of Dare, he is provided with mental clarity from the coffee kick, snapping out of his trance and thinking for himself again.

Bega Dairy & Drinks marketing director, Sharon Winton said, “When brain fades take hold, Australians know a real coffee Dare fix’ll fix it to get them back on track.

“Our latest campaign continues to build upon the concept of mental clarity where, even in our 21st century lives where everything is automated, Dare is the perfect pick me up to think for yourself.”

AJF Partnership client partner, Xavier Hogan added, “Too often we end up on auto-pilot thanks to modern technology. With a real coffee kick from Dare, we can wake up from that sleep-walker-like state.”

The campaign will run across TV, out of home, social media and eSport gaming platforms.


Client: Bega Dairy & Drinks
Marketing Director: Sharon Winton
Head of Marketing, Milk Beverages: Anne Dowsley
Senior Brand Manager, Dare: Adelle Cosgrove

Agency: AJF Partnership
Executive Creative Director: Josh Stephens
Creative Director: George Freckleton
Senior Copywriter: Melanie Stevens
Senior Art Director: Ed Carveth
Senior Strategist: Elyse Scott
Client Partner: Xavier Hogan
Senior Account Manager: Amy McKay
Agency Producer: Roz Ruwhiu

Production Company: MOFA
Director: Yianni Warnock
Producer: Niko Aulich

Post Production: Arc Edit

Sound Engineer, Music and Effects: Lachlan Harris
Music Composition: Paul Housden

Media: Starcom


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