Dare (flavoured milk)

Dare (also marketed as Dare Iced Coffee), is a brand of coffee milk flavored milk produced in Australia by Bega Dairy & Drinks, a subsidiary of the Bega Group. Originally launched in 1996, the brand is a major participant in the Australian ready-to-drink (RTD) coffee and canned coffee market.

The brand is characterized by its "A Dare Fix'll Fix It" advertising slogan, a long-running marketing campaign that positions the product as a solution for "brain fade" or lack of concentration.[1]

History

The brand was first launched in 1996 in Melbourne, Victoria.[2] Initially a smaller brand within the dairy portfolio of National Foods, it spent its first decade as a regional competitor to more established flavored milks, particularly the South Australian Farmer's Union Iced Coffee. The brand underwent a significant strategic relaunch in 2009, which shifted its focus toward a younger, predominantly "blue-collar" demographic, specifically targeting manual laborers with high-caffeine formulations in its marketing.[3]

Dare Charged

While Dare held a long-standing position as the national market leader by volume in the iced coffee segment, recent industry data indicates significant competition from Suntory's Boss Coffee, which captured over 50% of the Australian RTD coffee market share by early 2025.[4] In April 2025 when Bega released Dare Charged, a stronger version of its original iced coffee in a 240ml can as a direct domestic competer to Suntory Boss' dominance in the Australian market.[5]

"Daremergency Correction" controversy

In February 2025, the brand faced a significant public relations challenge following a technical error in its "Daremergency" promotional campaign. Hundreds of participants were mistakenly sent email, falsely informing them they had won a $1,000 prepaid Mastercard. Several hours later, parent company Bega Group issued a retraction email, labeled a "Daremergency Correction", which led to consumer backlash and coverage by national news outlets like Nine News.[6] The blunder was further highlighted by competitors like Nedd's Milk, who used the incident for guerrilla marketing by offering their own products to "unlucky losers" as a way to "show some care."[7]