Nedd’s Milk piles on Dare’s PR blunder with a cheeky offer
Nedd Brockmann’s iced coffee brand has jumped into the middle of a stuff up by competitor Dare with an offer to “show some care for Dare unlucky losers”.
On Wednesday, Dare Iced Coffee mistakenly sent out emails to customers who entered its “Daremergency” competition, informing them they had won a $1,000 prize.
Hours later, the company sent a red-faced apology, informing its competition ‘winners’ a “technical error occurred and, upon review, we can confirm that you were not a valid winner”.
Iced-coffee competitor Nedd’s Milk has used Dare’s blunder in a savvy PR push of its own, informing those disappointed promotional ‘winners’ that the first 100 to send a screenshot of their winning email from Dare will be sent one of 100 branded drink bottles – two of which will contain voucher for $1,000 worth of Nedd’s Iced Coffee.
Brockmann addressed an open letter to Dare, commiserating with mistakes made “before a hit of iced coffee” and offering to help.
“As much as we would love to give away cash, we aren’t lucky enough like you to be owned by a multi million dollar company,” the letter taunts, before making the drink bottle offer to Dare’s disappointed customers.
In a statement given to Nine news, a spokesperson for Dare’s parent company Bega blamed a “third-party provider” for the mistake, before acknowledging the “confusion and disappointment” and explaining the company plans to send impacted Dare drinkers a $50 e-gift card.
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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It’s great to see a small player take on giants… And force them to do better!
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Oh … “technical error occurred and, upon review, we can confirm that you were not a valid winner”.
A technical error … that’s a bit hard to swallow.
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Milking it for all its worth!
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Guessing they’re only sending the $50 e-gift card because they’ve felt compelled to after Nedd’s response…
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