Iced coffee brand Dare and Switch Digital announce new partnership with Hamish & Andy
Australian iced coffee brand – Dare, has today announced a partnership with the highly popular Hamish & Andy, in a deal that includes sponsorship of the duo’s digital content across Facebook, Twitter, YouTube and www.hamishandandy.com.
Says Lee Stephens, CEO, Switch Digital and manager of Hamish & Andy’s digital rights: “Switch Digital is proud of its long term partnership with Hamish & Andy. We believe that a native content and online advertising partnership with Dare Iced Coffee is a perfect match in terms of brand voice and communication objectives. With native and branded content investment growing almost 60% per year in Australia, Dare have achieved a coup in teaming up with the most talented content creators in Australia.
Lion dairy and drinks marketing director Nicola Richardson said it’s the ideal partnership for a brand that has shaped its identity around witty and irreverent campaigns such as “when your place is all over the head”, given that Hamish & Andy spend their afternoons messing with each others’ minds and the minds of their national radio audience on the Austereo Network.
The deal involves advertising, custom content creation and sponsorship of all Hamish & Andy’s joint digital content.
The duo’s ability to create engaging, viral content has translated into a globally successful digital strategy that has seen the Hamish & Andy Facebook page garner more than 2.3 million “likes” whilst their recent Jurassic Car Park video was viewed more than six million times.
Says Richardson: “Dare just like Hamish & Andy are synonymous with fun and we are thrilled to be partnering with the guys. Hamish & Andy represent the style of humor that is inherent to Dare and I’m sure they will have as much fun as we do with the Dare brand.”
Dare Iced Coffee is growing at 10.9% in the convenience channel off the back of double digit growth for the last five years, holding its position as the number one brand in Milk Beverages with a share of 36.4%.*
*Source: Aztec Beverages Convenience Data MAT to 21/02/2016