Ritson on how Dare used channel diversity to become the leading iced coffee brand

In 2010, Australian iced coffee brand Dare set itself some very ambitious goals. It wanted to increase sales volumes by 150%, become the number one iced coffee brand in the market, and leap out of its category to steal share from other non-alcoholic drinks, namely Coca-Cola and Red Bull.

To do that, it launched a campaign to position Dare as the drink people should turn to when they haven’t got their head straight. TV and outdoor ads brought the creative idea to life, while on Facebook Dare created content around news that showed people making mistakes and on Google sponsored search results when people had misspelled words such as ‘smarphone’.

In this video, Marketing Week columnist Mark Ritson explains how Dare came up with the business strategy, developed a marketing campaign and then used all the channels at its disposal to get this message across. He also highlights research by Analytic Partners that shows the incremental ROI that can be achieved by increasing the number of channels used in marketing campaigns.

Ritson says: “Diversity wins when it comes to channel choice. The answer when it comes to should we be ‘traditional’ or ‘digital’ is yes. We should be both. We should combine the power of TV with the power of Facebook, outdoor and Google.”

This video is the latest in a series where Ritson reveals the stories behind some of the most effective campaigns ever from brands including Apple, Gillette and Lidl. Based on case studies from 50 years of the Effies, the series examines what makes marketing more effective.

You’ll be able to see more in the series on our dedicated marketing effectiveness page.

Mark Ritson teaches the Mini MBA in Marketing. For more information go to https://mba.marketingweek.com/