Dare Iced Coffee confuses consumers with ‘jumble’ campaign

Dare Iced Coffee has 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 with three TV commercials created by AJF Partnership, and has created debate on the brand’s social network profiles from fans.

The Dare Iced Coffee labels have also been redesigned for the campaign, featuring jumbled lettering.

DARE Ice coffee Jumble

Digital content launched on the brand’s Facebook page, has been created by Soap Creative in collaboration AJF Partnership, including this branded video game.

Soap is also managing social media for the campaign.

It is also running outdoor, 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.

“Fans have been discussing whether the jumbled labels are a deliberate part of the marketing campaign or an accidental mis-spelling, with the more passionate fans putting others straight by quoting the brand’s campaign lines,” she said.

“Dare has built a reputation as the solution for all occasions when people aren’t thinking straight. This campaign aims to reinforce that and uses relevant situations in the communications to encourage Australians to reach for a Dare if they find themselves in a similar situation.

“At the heart of the campaign we are continuing to reinforce that Dare contains real Robusta and Arabica coffee. We’ve sought to deliver this real coffee message whilst still maintaining Dare’s unique personality and sense of humour.

“We want to continue to build on the success that has seen the brand more than double in size since 2010 and become the nation’s biggest-selling dairy beverage.”

Stafford said Dare will continue to aim for double digit growth to secure third place in the Non-Alcoholic Ready To Drink (NARTD) market, as it is currently fourth behind Coke, V and Redbull.

“We will keep bringing those Dare occasions to life and we’d love to think that the next time you experience a momentary lapse in concentration you too will reach for a Dare,” she said.

Starcom is managing media buying for the campaign and F4 Consulting is managing PR.


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