Year 12 IB Extended Essays 2018

Continuing to maintain active and relating their marketing

campaign to current events in Australia allowed them to create

connections with consumers, an example of which is when the

Australian Prime Minister at the time, Tony Abbot, winked

inappropriately on ABC radio, creating national disgust. Dare

chose to turn the event into an internet meme, shaping the

Prime Ministers wink as a ‘not thinking straight moment,’ and

that Dare is the solution. This habit becomes common for

people so that whenever they feel like they’re, ‘not thinking

(Dare’s Facebook Page, 2014)

straight,’ they buy a bottle of Dare Iced Coffee.

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