Dare Iced Coffee has unveiled a new brand platform, ‘Done It With Dare’ via Thinkerbell.
The platform, tackles a uniquely Australian habit: spending more time talking about being time-poor than actually getting things done.
Positioned as a caffeine kick when you need it most, Dare Iced Coffee is stepping in as the ultimate kick to turn annoying to-dos into satisfying to-dones.
Patrick Davis, Bega Group’s iced coffee marketing manager, said: “Done It With Dare’ gives the brand a really simple and ownable role in people’s lives: helping turn the things you’ve been putting off into things you’ve actually done. It’s a platform that feels enduring and true to what Dare has always delivered… a kick when you need it.”
The platform introduces a fresh brand ambassador: David Dunn. Tom Wenborn, CCO Thinkerbell said, “He gets stuff done. He’s a man who simply doesn’t put off life admin. Unwashed laundry? The six-month-overdue appointment? David clears his list instantly, routinely knocking out two or three tasks at once without batting an eye.”
Behind the campaign is Dare Iced Coffee’s landmark study, ‘The Procrasti-Nation Index’, revealing that 97 per cent of Aussies admit to procrastinating with 82 per cent writing to-do lists that mostly go uncrossed.
It has also identified what the majority of Aussies procrastinate on, with an overwhelming 88 per cent of respondents confessing to starting completely unrelated tasks to avoid actual priorities, while 85 per cent routinely promising themselves they will ‘start Monday’.
The multi-channel roll out goes live across film, a social content series diving into the life of David Dunn, Out-of-Home featuring David’s ‘Dunnisms’, Supercars and the brand’s ongoing NRL sponsorship.
Thinkerbell’s research revealed that Melbourne was the national capital for procrastination. So to address this, it created a stunt with NRL Superstar and Dare Iced Coffee Ambassador, Cameron Munster, hosting Australia’s biggest-ever to-do list on a giant fridge at Fed Square – helping Aussies get the kick they need to turn the to-do list into a to-done list.
On the giant fridge to-do list were the top 100 things Aussies are putting off – according to the ‘Procrasti-nation Index’ – including cleaning out the car, replying to a text message, starting (or restarting) an exercise routine, cleaning the oven and cancelling subscriptions they don’t use anymore. The stunt received national earned news coverage including Today Show, 9News, Ch 10 News and Code Sports.
Melbourne Storm star and NRL legend Cameron Munster cosplaying David Dunn (he was busy getting stuff done) says: “No matter who you are, there’s always something you’ve been putting off. For me it’s usually booking in my next haircut before the mullet gets out of control. That’s why I’m excited to help Dare Iced Coffee turn a few to-dos into to-dones at Fed Square.”
Credits:
Client: Dare Iced Coffee (Bega Group)
Matthew Gray – General Manager – Brand & Innovation
Jacqui Roth – Head of Marketing – Beverages
Patrick Davis- Marketing Manager – Iced Coffee
Keri Morrison- Senior Brand Manager – Dare
Joanna Falalis – Assistant Brand Manager – Dare
Hannah Saliba – Senior Manager, PR and Social Media
Jordanna Roth – Social Media Lead
Lauren Toniazzo – Social Media Specialist
Brianna Ostrowski – Public Relations Manager
Creative, Earned and Social: Thinkerbell
Media: Starcom
Production House: MOFA
Director: Yianni Warnock
Sound: Rumble
Photography: Chris Hillary
Research: Vibrant Insights
