Dare Iced Coffee will partner with the Australian suicide prevention organization R U OK?
The three-year contract will encourage dare drinkers to support partners and loved ones who may have a tough time.
"ARE YOU OK? Aims to start life-changing conversations and create a more connected world," says Lion Dairy & Drinks, General Manager Kathy Karabatsas.
"Dare has always been known to say 'Dare Fix'll Fix It'. But the truth is that a Dare-Fix can't solve many of life's challenges. Fortunately, a conversation could.
“We are very proud to work with R U OK? and we hope that we can encourage more people to start meaningful conversations with their friends and family. "
In a first for the brand, 5,275,000 Dare 500ml core packs will be the R U OK? Message on the label before R U OK? Day on September 10, 2020.
Ms. Karabatsas says, “This vital message will be featured in millions of dare packages for the coming weeks and will be a powerful reminder for people to ask their friends, family and colleagues – are you okay?
"This long-term commitment from Dare will also support the cause by helping consumers spot signs that someone is having trouble in their life and encourage more meaningful conversation."
CEO of R U OK? Katherine Newton adds, "2020 has been a challenging year for many, which makes it even more important for us to stay connected and for those willing and able to offer support to our fellow human beings."
In addition to the new label, part of the three-year contract includes Dare supporting the cause in his social, online video and high-profile sponsorships with football clubs like St. Kilda. The saints will also share R U OK? Messaging through its social media platforms.
The 500 ml flavored iced coffees are available in all supermarkets and convenience stores from August 17, 2020 to mid-September.
Further information can be found at ruok.org.au.
