Watch: Ritson on how Dare used channel diversity to become the leading iced coffee brand

Dare Iced Coffee's Strategic Campaign Success

Overview of Dare's Objectives

• In 2010, Dare aimed to increase sales volumes by 150%, become the number one iced coffee brand in Australia, and capture market share from competitors like Coke and Red Bull.

• The brand targeted both blue and white-collar professionals seeking a mental boost at the start of their day, establishing a clear positioning strategy.

Brand Strategy Development

• Dare set two primary objectives: raise brand awareness from 70% to 80% over five years and increase consumer consideration from 15% to 65%.

• To achieve these goals, Dare opted for a multi-channel approach rather than limiting itself to traditional or digital media.

Multi-Channel Campaign Execution

• The campaign included various channels such as:

• TV Advertisements: Short ads featuring relatable scenarios (e.g., mixing up virtual with real life).

• Social Media Engagement: Leveraged Facebook by sponsoring posts related to public mistakes made by celebrities.

Innovative Marketing Tactics

• Outdoor advertising was creatively used with altered phrases that implied confusion, enhancing brand messaging.

• Radio sponsorship involved popular hosts Hamish and Andy discussing big questions while promoting Dare as a solution after taking a sip.

Unique Branding Strategies

• Google AdWords targeted common misspellings related to the product category, linking them back to Dare’s message about getting your head straight.

• The brand even misspelled its name on packaging as part of an unconventional branding strategy that reinforced their messaging.

Campaign Effectiveness and Results

• The campaign won the Grand Effie award in 2017 for effectiveness, achieving significant increases in both awareness and consideration metrics.

• Ultimately, Dare became the leading iced coffee brand in Australia while doubling its market share amidst industry stagnation.

Key Lessons Learned

• A clear strategic direction is crucial; effective campaigns require clarity in objectives and target audience.

Diversity in Media Channels: A Strategic Approach

The Importance of Channel Diversity

• Emphasizes that utilizing a diverse range of media channels enhances overall effectiveness, suggesting that having multiple options is preferable to choosing just one.

• Highlights the concept of media neutrality or agnosticism, stressing the importance of not favoring specific tools or channels before reviewing the overarching strategy.

• Advocates for a combined approach using various channels—TV, Facebook, outdoor advertising, and Google—to maximize reach and impact on consumers.

• Warns against falling into the trap of viewing media choices as binary (digital vs. traditional), asserting that both should be integrated for optimal results.

• Concludes with a call for marketers to adopt a clear positioning strategy across all channels to effectively communicate value and maintain consistency.

Key Takeaways

• The consumer's perspective is indifferent to whether channels are digital or traditional; what matters is effective communication through multiple avenues.