To reverse declining sales, we leveraged FUIC’s brand love and transformed South Australia’s favourite drink into South Australia’s favourite streetwear label

What started as a proactive idea to give Farmers Union Iced Coffee’s loyal drinkers the gear they were thirsty for has turned into a legit clothing label that’s turning a profit for Farmers Union – and 31st has been at the heart of the campaign from the beginning

LAUNCH /

The store was teased through an integrated social and media campaign – partnering with Nova Adelaide, creating a daily ‘day in the life’ video tease on FUIC’s Facebook page and surprising influencers with a sneak peak of the range.

The website launch coincided with a brick & mortar pop-up in Rundle Mall, covered live by Nova and with appearances from Adelaide Crows players and live DJ sets.

THE GEAR /

The gear has gone off! The campaign has reset brand perceptions, driving reappraisal by younger audience and penetrating pop culture, giving Farmers Union Iced Coffee a new way to connect with its drinkers

daveFUIC Gear is here