Dare Iced Coffee appoints M&C Saatchi as new creative agency following a competitive pitch

Following a competitive pitch process Dare Iced Coffee has appointed M&C Saatchi Australia as its creative agency partner.

The agency, who takes over the account from AJF who held it for a decade, is looking forward to leading the next creative campaign for Dare, Australia’s #1 milk based beverage brand, building on the well-established brand platform of ‘Mental Clarity’ while adding fresh layers of innovation and creativity.

Says Michael McEwan (pictured below), chief executive officer, M&C Saatchi: “We are very excited about this partnership. The chemistry between M&C Saatchi and the Dare team is something truly special. Our team is eager to join Dare’s journey and we’re looking forward to kick starting this collaboration and helping to deliver on their big ambitions.”

Says Matt Gray, general manager of brand marketing and innovation, Bega Group: “We are excited to partner with M&C Saatchi and welcome them into our agency village. 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.”

Says Emma Robbins, national executive creative director, M&C Saatchi: “Dare is an iconic Aussie brand, that a talented team fought bloody hard to win, and that we are very proud to fill our fridges with. The opportunity to partner with such a brave client, to evolve how and where it shows up, is triple espresso exciting.”

This new partnership marks an exciting chapter in the brand journey of Dare, one of many iconic, market-leading brands within  the Bega Group portfolio.