Knowing that people are passionate about coffee, Coffee mate issued the Iced Coffee DARE, which challenges fans to visit public places to promote the brand's newest ready-to-drink offerings. To participate, fans are meant to go to a public place and shout "COFFEE MATE HAS NEW COFFEE MATE ICED COFFEE," and capture a video for TikTok to be shared with the #CoffeemateContest tag. The brand wants to see creative, unexpected and bold yet safe declarations of love.
In the spirit of this challenge, the brand is also paying fans to order merch from the website, which is stocked with DARE-inspired items for a limited time. Iced coffee lovers can be rewarded with a $10 or $15 digital gift card for picking up shirts, hats, tumblers and stickers from Coffee mate's first merch collection.