Farmers Union Iced Coffee rebrands for Father’s Day campaign

South Australia’s iconic iced coffee brand, Farmers Union Iced Coffee, is rebranding to ‘Fathers Union’ as part of a new campaign to celebrate Father’s Day.

The iced coffee brand will launch limited-edition packaging featuring four unique Father’s Day designs: No.1 Dad, Total Legend, Big Fella and The Boss, which will be available statewide.

The campaign is accompanied by a series of ads featuring Adelaide radio host Dylan Lewis sharing advice to help dads enjoy the big day.

The ads will run online and on radio and will be supported by OOH and PR activity in the lead up to Father’s Day, which is celebrated on 3 September in Australia.

Farmers Union claims its iced coffee almost outsells Coca Cola 2:1 in South Australia, which makes it one of three brands globally to achieve this feat.

Darryn Wallace, marketing and innovation director at Lion Dairy & Drinks, the company which owns Farmers Union brand, said, “We have a proud following of local South Aussie men so what better way to honour some of them this Fathers Day, than with the limited edition Fathers Union Iced Coffee cartons."

“Fathers Union Iced Coffee is launching exclusively in South Australia, the state in which the iconic drink was created back in 1977, to show our appreciation for, and celebrate, some of our most loyal fans who make Farmers Union Iced Coffee the icon it is today."

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Danielle Long

Danielle Long is APAC Correspondent for The Drum with a remit to cover news from China, Australia and New Zealand. Danielle has 15 years experience as a marketing journalist and has worked on publications in the UK and Australia. She has interviewed some of the world’s leading marketing, advertising and creative brains and has written about almost every standout brand and marketing campaign from the last 15 years.

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