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.