Thinkerbell has launched the refreshed brand platform for Dare Iced Coffee.
The agency’s new work builds on the success of the long standing ‘A Dare Fix’ll Fix It’ brand platform, giving Dare an enhanced role as the voice of reason for everyday Aussies.
The campaign’s hero film, directed by Good Oil’s Dave Wood, follows attendant Ryan, whose uncaffeinated brain leaves the plane’s passengers looking for answers that only Dare can provide.
The creative agency’s work evolves the brand’s look and feel for a new wave of Dare drinkers alongside contextual OOH and digital.
“Dare has built a reputation on giving Australians mental clarity, and will reinforce this as the refreshing voice of reason when a brain fade takes hold, so that you can be at your best. Matt Gray, general manager – brand and innovation, BEGA Group, said.
“We’re excited to partner with the talented team at Thinkerbell to continue the evolution of our enduring brand platform, A Dare Fix’ll Fix It.”
Suzi Williamson, head thinker at Thinkerbell, said: “It’s all about being able to provide a timely moment of clarity when you need it most, wrapped up in that playful Dare tone that the brand is so famous for.”
“Our approach for this latest campaign was to launch with impact, maintaining Dare’s already high brand awareness, while continuing to build mental availability by associating the brand with contextually relevant formats and environments,” Millie Hawkes, account director at Starcom Australia, said.
“We’re thrilled to continue our ongoing partnership with Dare, and to have worked alongside Thinkerbell to bring this campaign to life.”
Tom Wenborn, chief creative tinker, Thinkerbell, said: “The team has absolutely loved the opportunity to extend the A Dare Fix’ll Fix It platform. It’s one of those iconic, enduring brand expressions that demands a certain type of creative idea.”
Credits
Client: BEGA Group
Creative: Thinkerbell
Director: Dave Wood
Production: Good Oil
Sound: Rumble Studios
Media: Starcom