What is DASH’s summer campaign about?

DASH’s campaign builds on its brand platform The Drink That Has It All, celebrating fizz, flavour and fun without fake ingredients or unnecessary compromise.

When is the DASH campaign running?

The campaign runs from July 1st to July 31st.

Where is the campaign appearing?

The campaign is running across TV, digital, out-of-home and, for the first time, radio.

How many impacts is the campaign expected to deliver?

The campaign is expected to deliver more than 203 million impacts throughout July.

What promotion is DASH launching alongside the campaign?

DASH is launching a nationwide on-pack promotion across its 500ml Big DASH range, giving consumers the chance to win a MINI.

DASH Launches Biggest Summer Campaign Across TV, OOH, Digital and Radio

Quick answer: DASH is launching its biggest campaign and media investment to date, expanding The Drink That Has It All across TV, digital, out-of-home and radio throughout July, with more than 203 million impacts expected across the UK.

DASH Goes Bigger for Summer

DASH is returning with a major July campaign designed to build on the success of last year’s launch of The Drink That Has It All.

Running from July 1st to July 31st, the campaign is expected to reach 1 in 7 UK adults an average of 25 times each.

Across the month, the activity is projected to deliver more than 203 million impacts, making it DASH’s biggest campaign and broadest media presence to date.

The Drink That Has It All

The campaign is rooted in DASH’s brand platform, The Drink That Has It All.

Rather than focusing on what consumers need to give up, DASH takes the opposite position. The brand celebrates everything people get to keep: all the fizz, flavour and fun, with nothing fake and no sacrifices.

It is a bold rejection of compromise in a category where many better-for-you drinks often focus on restriction, cutting back or removing something from the experience.

DASH The Drink That Has It All summer campaign across TV, out-of-home, digital and radio

A Broader Media Plan Across July

This year, DASH is expanding its media investment across TV, digital, out-of-home and radio.

The TV activity includes Sky and ITV1, while radio is being added for the first time through Capital and Heart.

Combined with digital and refreshed out-of-home creative, the campaign gives DASH a broader media footprint during the key summer trading period.

Out-of-Home Built for Summer Visibility

Out-of-home plays an important role in the campaign by giving DASH high-impact visibility during the warmer months, when soft drinks are especially relevant.

The refreshed OOH creative is designed to dial up the brand’s taste credentials while keeping the message simple and easy to understand in public spaces.

Across July, the combined activity is expected to reach approximately 72% of London adults, helping DASH stay visible during moments of commuting, shopping, socializing and summer movement.

No Compromise, No Sacrifice

Jack Scott, Founder and CMO at DASH, said people are tired of brands telling them what they need to cut out or sacrifice.

DASH’s position is built around the belief that consumers can have incredible flavour, refreshing fizz and great ingredients without compromising on health.

That makes the campaign feel positive rather than restrictive, presenting DASH as a drink for people who want better choices without losing enjoyment.

DASH Adds Radio for the First Time

One of the biggest changes in this year’s media plan is the addition of radio.

By launching across Capital and Heart for the first time, DASH is extending the campaign beyond visual channels and into audio environments where it can reach people during commutes, workdays and summer routines.

This addition helps the brand expand its reach while reinforcing the core message across multiple touchpoints.

Strong Creative Performance From System1

Adding to the campaign’s momentum, DASH’s TV advert achieved a 5.1-star score with System1 among category buyers aged 20 to 40 in the ABC1 audience.

The result places the ad in the top 6% of all ads tested and significantly above the soft drinks average of 3.1 stars.

For DASH, the result gives confidence that the creative is connecting emotionally with consumers as the brand enters its biggest media push to date.

A Nationwide Big DASH Promotion

Alongside the media 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, adding another layer of excitement around the brand’s summer activity.

The promotion is also designed to support DASH’s meal deal proposition and help drive sales momentum during the season.

Why This Campaign Works

The campaign works because it gives DASH a clear, positive and ownable message during a high-consumption season for soft drinks.

Instead of leaning into sacrifice, the brand celebrates abundance: taste, fizz, refreshment, ingredients and fun.

With refreshed OOH, expanded TV, digital and first-time radio activity, DASH is building a campaign that feels highly visible, emotionally engaging and commercially timed for summer.

What Marketers Can Learn From DASH

Better-for-you brands can stand out by focusing on what consumers gain, not what they lose.
OOH is especially powerful for beverage campaigns during high-traffic summer moments.
A clear brand platform can scale across TV, digital, outdoor, radio and retail promotion.
Creative testing can give brands confidence before a major media push.
Retail promotions work best when they connect campaign awareness with a direct purchase incentive.