Dare Iced Coffee Asks Us to ‘Drink it Through’ in New Campaign

No doubt we all think better once we’ve had our coffee fix. In the latest brand work from AJF Partnership, a Dare fix saves the day for a new Dad, playing an instrumental part in fixing what could have gone wrong on so many levels for his new bundle of joy. Known for when your place is all over the head, Dare now evolves into a new space owning mental clarity by encouraging Iced Coffee loving Australians to ‘drink it through.’ 

Darryn Wallace, Director of Marketing & Innovation at Lion Dairy & Drinks: said: “If you look back at the brand’s comms history the latest work feels like a natural evolution, maintaining the laugh out loud, dramatic and yet relatable brain fade moments we’ve come to love from Dare.”

Josh Stephens, Partner and Executive Creative Director at AJF Partnership, said: “This is about those moments when a single brain lapse can have devastating effects. We’re encouraging everyone to just take a moment, grab a Dare and think their decisions through, and there’s no bigger decision than naming another human being.”  

The fully integrated campaign is set to launch nationally on Sunday 11 March 2018.