Dare Iced Coffee has appointed M&C Saatchi Australia as the brand seeks to drive growth in the cluttered drinks market.
The appointment, which follows a competitive pitch, will see M&C tasked with building on Dare’s “well-established brand platform” to drive innovation and creativity.
The Bega-Group-owned brand is currently ranked Australia’s number one milk-based beverage brand, according to Circana data.
Matt Gray, general manager of brand marketing & innovation at Bega Group said, ” Dare is Australia’s go-to RTD coffee and an iconic brand that has built its leadership through one clear brand story – A Dare Fix’ll Fix It. M&C Saatchi demonstrated a bold mindset with forward-thinking that will continue building Dare’s growth vision and cut through the mental clutter.”
Michael McEwan, CEO, M&C Saatchi said, the agency was “eager” to “deliver on [Dare’s] big ambitions.”
Emma Robbins, national executive creative director, at M&C Saatchi, called the win, “triple espresso exciting.”
The appointment is the first for the agency since appointing Steve Coll as group chief creative officer AUNZ, replacing Cam Blackley, who left the agency last month.
See Also: M&C Saatchi welcomes Steve Coll as group chief creative officer AUNZ
The announcement appears to take place as Dare’s 18-month expanded partnership with ESL Australia, the local division of the world’s largest esports company, draws to a close.
The deal, which was announced in March last year by Publicis Sport & Entertainment, saw Dare become the official non-alcoholic beverage partner of the ESL ANZ Champs and the League of Legends Circuit Oceania (LCO). As a result, Dare Iced Coffee featured prominently across Australia & New Zealand’s esports leagues.
See Also: Publicis Sport & Entertainment to manage Dare Iced Coffee’s partnership with ESL
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Top Image: Michael McEwan