Dare extends latest campaign with launch of new limited edition packaging via AJF Partnership

Following on from Dare’s latest campaign launch last week, the iced coffee brand has this week launched new limited edition packaging to further enhance the brand’s positioning via AJF Partnership.

Says Mary Stafford, brand manager: “We are looking to take the brand positioning right through to the point of purchase and beyond to reinforce the product’s credentials as the solution for whenever people are not thinking straight.”

The idea reinforces the current campaign featuring jumbled headlines under the campaign of ‘When your place is all over the head, a Dare Fix’ll Fix it’ and aims to disrupt the shopper’s usual in-store behaviour. There are five versions of the Dare pack that feature the jumbled Dare logo.

As distribution of the labels has increased, so too has consumer engagement. The activity so far has started a lively debate on the brand’s Facebook page, Reddit and Instragram with fans self-moderating discussions as to whether the labels were a misprint or a deliberate part of the brand’s strategy.

Client: Lion Dairy & Drinks

Social media management by Soap.