AFJ Partnership, a Melbourne-based agency and their client, Dare Iced Coffee, provided students with the ‘live’ brief for 2017. Students were challenged to create and communicate the brand’s improved sustainability and environmental benefits by its move to use of PET packaging.

• Improve the brand’s image through social responsibility perceptions and consumer recommendations
• Maintain current sales growth trajectory of 7% year-over-year growth
• Increase positive sentiment towards Lion marketing campaigns through key retail partners such as: Coles, Woolworths and 7Eleven

The winning pitch came from Swinburne University of Technology who presented their campaign, ‘GOT GUILT?’, which used humorous storytelling to make light of environmental guilt. Through their sustainable design strategy and creative catch-phrases, they used relatable consumer experiences to showcase Dare’s increased drive for eco-friendliness.