DareIceCoffee_DLPhotography_141015_0948Issue:
93.2% of the population hadn’t picked up a Dare beverage in the last 12 months, and pack size & price had been identified as the key barriers.  Our challenge was to increase trial and awareness of the new product size (275mL) as well as ensure the campaign was communicated in a unique and interesting way.

Idea:
The World’s Smallest Coffee Shop was born. A custom designed suit that served as the hub of our sampling campaign.  Communicating to consumers the “real Coffee, Real Small” messaging of the new Dare 275mL Iced Coffee bottles.

The suits were taken on a tour of Australia’s eastern seaboard visiting Melbourne, Sydney and Brisbane, with staff handing out samples of the range.

Impact:
78,122 samples distributed
250,000 indirect impressions
Total audience reach of 328,122