DASH Water – the maker of wonky, fruit-infused drinks – is taking a stand against artificial sweeteners in its latest advertising campaign.
The billboard, which sees a DASH advert covering what looks like a certain fizzy drink giant’s ad, calls out the use of artificial sweeteners with a simple message and DASH’s new tagline: ‘Finally, a drink to feel good about’. The brand stated that the move was part of its mission to champion natural ingredients and push the soft drinks industry in a healthier direction.
DASH Water’s co-founder Jack Scott commented: “We should know better than to poke the giants of the soft drinks world – but they should know better than to fill their products with artificial sweeteners.
“The World Health Organisation warned us about the potential risks of artificial sweeteners. The solution is not to ignore the facts and continue unchanged, but to seek natural alternatives. We are proud to have finally made a drink for you to get your fizzy-drink-fix and feel good about it, too.”
The revealing of the billboard located on Grafton Road, Camden, follows shortly after the launch of DASH’s biggest OOH campaign to date, which has seen the tagline displayed across the London Underground and large format OOH screens, with an estimated reach of 20 million people.
Scott added: “These activations are more than just a rebellion against the status quo of the soft drinks industry – they are backed by our own customer data, which shows 70% choose DASH as a replacement for less healthy drinks – a clear sign of the need to pop the bubble of artificial sweeteners and champion healthy alternatives.”
