Farmers Union Iced Coffee, a subsidiary of Lion Dairy and Drinks, is celebrating Father's Day in a big way with customised packaging aimed at its South Australian customers.
The limited edition collectible cartons are a new concept for the brand, which is popular with men in particular.
The latest campaign has even seen the brand name changed to Fathers Union Iced Coffee in the lead-up to Dad's special day on 3 September.
“Fathers Union Iced Coffee is about heroing the men that raised us, bringing people together, and recognising the mateship of which Farmers Union Iced Coffee is all about,” says the company.
The new packaging welcomes four unique Fathers Union Iced Coffee designs: No.1 Dad, Total Legend, Big Fella, and The Boss across 600ml cartons of Original and Strong.
Lion is rolling out approximately 700,000 cartons between 14 August and 3 September, with the option of printing more if they sell out.
Farmers Union Iced Coffee was founded in South Australia by two locals, and the company claims it almost out-sells Coca Cola as an impulse drink in the state.
Adelaide Nova radio host Dylan Lewis has come on board as an ambassador for the campaign. He's created a series of ‘dad hack’ videos to prepare SA for Fathers Day, which are being amplified across Farmers Union Iced Coffee social channels, Nova FM social media, Out of Home Petrol Pumps in SA and through PR.