Largest media investment in brand history will deliver more than 200 million impacts across TV, OOH and radio this July
DASH, the disruptor brand known for its deliciously simple, real fruit-infused drinks, is launching its biggest-ever national media campaign this July, expanding its acclaimed The Drink That Has It All platform with its largest media investment to date.
Running from 1st-31st July, the campaign is designed to reach 1 in 7 UK adults an average of 25 times each, delivering over 203 million impacts throughout the month.
Building on the success of last year’s campaign launch, DASH is expanding its media investment across TV (Sky and ITV1), digital, out-of-home and, for the first time, radio (Capital and Heart), delivering its biggest campaign and broadest media presence to date.
Rooted in the brand platform The Drink That Has It All, the campaign is a bold rejection of compromise. Rather than focusing on what consumers should give up, DASH celebrates everything they get to keep: all the fizz, flavour and fun, with nothing fake and no sacrifices.
Combined, the activity will reach approximately 72% of London adults across July, delivering standout visibility during the key summer trading period.
Jack Scott, Founder and CMO at DASH, commented:
“Last year, we launched ‘The Drink That Has It All’ and saw a fantastic response from consumers. This year, we’re building on that momentum with refreshed out-of-home creative that dials up DASH’s taste credentials, alongside an expanded media plan that introduces new channels and takes the campaign further than ever before.
People are tired of brands telling them what they need to cut out or sacrifice. DASH has always stood for the opposite. We believe you can have incredible flavour, refreshing fizz and great ingredients without compromising on your health.
This is our biggest campaign yet and our biggest media investment ever. And for the first time ever, we are going on radio alongside TV and OOH, helping us to expand our reach with a message that celebrates having it all.”
Adding further momentum, DASH’s TV advert scored an exceptional 5.1 stars with System1 among category buyers aged 20–40 (ABC1), ranking in the top 6% of all ads tested and significantly outperforming the soft drinks average of 3.1 stars.
Scott adds:
“It’s an incredibly exciting moment for the brand. Summer has always been a key season for DASH, and we’re confident this campaign will help introduce millions more people to our drinks while continuing to build momentum with existing fans.
The System1 results were the icing on the cake, putting us amongst the very best-performing ads on the platform and proving that the creative is connecting emotionally with consumers. To see the campaign rank in the top 6% of ads tested gives us real confidence as we go into our biggest media push to date.”
Alongside the campaign, DASH is launching a nationwide on-pack promotion across its 500ml Big DASH range. Consumers who purchase a Big DASH will have the chance to win a MINI, helping drive excitement and sales around the brand’s meal deal proposition throughout the summer.
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