M&C Saatchi has secured the creative account for Australian milk based beverage brand Dare Iced Coffee.
Independent creative agency Hardhat is the incumbent.
The agency is looking forward to building on the well-established brand platform of ‘Mental Clarity’ while adding fresh layers of innovation and creativity.
M&C Saatchi chief executive officer Michael McEwan said 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," he said.
Matt Gray, Bega Group's GM of brand marketing & innovation, said the company is excited to partner with M&C Saatchi and welcome it into its 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," said Gray.
"M&C Saatchi demonstrated a bold mindset with forward-thinking that will continue building Dare’s growth vision and cut through the mental clutter."
Emma Robbins, national executive creative director at M&C Saatchi, said Dare is an iconic Australian brand that a talented team fought 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," she said.
Last year, Publicis Sport & Entertainment was appointed to Dare Iced Coffee’s esports partnership.
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