Dare Iced Coffee plays on storytelling tropes in social campaign via Hardhat
Originally shared by Mumbrella 12.3.21
When stories go awry and brain fails take hold, Dare is positioning itself as the the fix to get consumers back on track.
A series of ads follow the classic formula of a blazer-donned narrator in an armchair, recounting a tale from an over-sized book, which eventually go wrong.
Anne Scott, Dare brand manager at Bega Dairy and Drinks, said: “Dare has a brand purpose centred on mental clarity and Dare is on a mission to fix those daily brain fails, no matter how big or small. We’re excited to share a campaign that shows exactly why Dare is the leading Iced Coffee brand in Australia.”
The campaign builds upon the concept of mental clarity, prevalent in a 2018 campaign for Dare which sees a new father reflect on the future facing his baby named ‘Callum Murray’, and makes a last minute switch after drinking an iced coffee.
“Dare has a one simple brand story to tell — A Dare Fix’ll fix it — but many ways to tell it,” said Hardhat ECD, Glenn Dalton.
“We’ve all told stories that start strong but then end, well sometimes without an ending. And if anyone can help put some sense back into our sentences, it’s a little man, reading a big book, sitting in a leather chair on the famous pile of Dare Iced coffee beans.”
The films launched on social channels last month and will continue to roll out over the coming month.
Bega Dairy and Drinks
Anne Scott — Brand Manager, Dare
Simone Formisano — Senior Brand Manager, Dare
Anne Dowsley — Head Of Marketing, Milk Beverages
Glenn Dalton — Executive Creative Director
Andy Segal — Creative Director
Chris Hince — Creative Director
Char Wren — Head of Production
Jacob Dealy-Hewitt — Account Director
Jason Byrne — Executive Producer, Positive Ape
Michael J Lutman — Director
Front of House — Sound