Thinkerbell has unveiled a new campaign for Dare Iced Coffee, building on the brand's 'A Dare Fix’ll Fix It' platform.

The campaign, directed by Good Oil’s Dave Wood, features a hero film with a flight attendant named Ryan and includes contextual Out-Of-Home (OOH) and digital elements.

Matt Gray, General Manager – Brand & Innovation at BEGA Group, and Suzi Williamson, Head Thinker at Thinkerbell, expressed their excitement about the campaign and the continued evolution of the Dare brand.

"Dare has built a reputation on giving Australians mental clarity, and will reinforce this as the refreshing voice of reason when a brain fade takes hold, so that you can be at your best. We’re excited to partner with the talented team at Thinkerbell to continue the evolution of our enduring brand platform, A Dare Fix’ll Fix It," said Gray.

Williamson added, "It’s all about being able to provide a timely moment of clarity when you need it most, wrapped up in that playful Dare tone that the brand is so famous for."

Millie Hawkes, Account Director at Starcom Australia, highlighted the campaign's aim was to launch with impact.

"It's about maintaining Dare’s already high brand awareness, while continuing to build mental availability by associating the brand with contextually relevant formats and environments," she said.

Tom Wenborn, Chief Creative Tinker at Thinkerbell, appreciated the opportunity to extend the 'A Dare Fix’ll Fix It' platform.

"The team has absolutely loved the opportunity to extend the A Dare Fix’ll Fix It platform. It’s one of those iconic, enduring brand expressions that demands a certain type of creative idea," Wenborn stated.