Dare can help you ‘think for yourself’ in its latest campaign via AJF Partnership
Bega Dairy & Drinks has today launched its latest iteration of ‘A Dare Fix’ll Fix It’ brand platform with a new integrated campaign showing Dare will help you ‘think for yourself’ created by AJF Partnership.
The campaign presents a world that has become increasingly reliant on technology to do the thinking for us, even making us mindless.
Providing mental clarity from a real coffee kick, Dare can help us snap out of it and start thinking for ourselves again.
Says Sharon Winton, marketing director, Bega Dairy & Drinks: “When brain fades take hold, Australians know a real coffee Dare fix’ll fix it to get them back on track.
“Our latest campaign continues to build upon the concept of mental clarity where, even in our 21st century lives where everything is automated, Dare is the perfect pick me up to think for yourself.”
Says Xavier Hogan, client partner, AJF Partnership: “Too often we end up on auto-pilot thanks to modern technology. With a real coffee kick from Dare, we can wake up from that sleep-walker-like state.”
The integrated campaign launches this week and will run across TV, Out Of Home, Social Media, and eSport gaming platforms.
Client: Bega Dairy & Drinks
Marketing Director: Sharon Winton
Head of Marketing, Milk Beverages: Anne Dowsley
Senior Brand Manager, Dare: Adelle Cosgrove
Agency: AJF Partnership
Executive Creative Director: Josh Stephens
Creative Director: George Freckleton
Senior Copywriter: Melanie Stevens
Senior Art Director: Ed Carveth
Senior Strategist: Elyse Scott
Client Partner: Xavier Hogan
Senior Account Manager: Amy McKay
Agency Producer: Roz Ruwhiu
Production Company: MOFA
Director: Yianni Warnock
Producer: Niko Aulich
Post Production: Arc Edit
Sound Engineer, Music and Effects: Lachlan Harris
Music Composition: Paul Housden
Media: Starcom
14 Comments
What does thinking for yourself and screen addiction have to do with the brand platform, a dare fix will fix it?
Am I crazy but they’re two different things jammed together?
I feel like this has become overthought. Seemed to be going in a really nice direction but this just feels like trying to mash together an ill-matched cultural insight with the product benefit. Should’ve just kept focusing on the strong storytelling…
I agree with Uh? What has this got to do with the product?
Has nothing to do with a brain fade. It’s a tired insight that people are on their phones a lot/ too much. Doesn’t link to coffee. Certainly doesn’t link to the brand idea of a dare will fix it.
Agree that the idea has the classic AJF pun first approach. Surprised they dropped Drink it Through in the end. But the vignettes and performances were really nice.
awful music, not working for the spot
Any ad that requires mental gymnastics to understand it is very wide of the mark. This work makes the classic error of assuming people are interested enough to be bothered to figure it out. And even if you eventually put it all together it still makes no sense, still fails to have a selling proposition, still fails to make link between the product and and the vignettes in any useful way. Apart from that, it’s very, very good.
They should’ve had a Dare fix before they wrote this ad.
To be fair, I kinda found the overall vibe and tone captivating and tasteful.
I honestly didn’t understand what just happened and it wasn’t branded either
Coffee doesn’t help you think for yourself, and if it did, any coffee brand could say this.
I miss that work where the girl broke up with the guy.
Insight plus funny
The mistake AJF made here was trying to differentiate themselves by ‘saying something’. It’s like they thought they needed to educate or logic people into drinking Dare? The result just falls so flat because they’ve essentially invented a problem to solve.
Meh!
Sniffffff. Smells like a client who’s spent hours drinking the Kool-aid instead of the iced coffee.