Dash Water is taking a stand against Coca-Cola in its latest marketing stunt, designed to shine a light on the use of artificial sweeteners in soft drinks.

The sparkling water fruit-infused brand‘s new campaign features a Dash advert plastered over a billboard that appears to have displayed a Coca-Cola ad originally.

The red graphic is displaced by Dash’s own creative which depicts its Raspberry flavoured can with the tagline, “Finally, a drink to feel good about.” The bottom of the advert reads, “No sugar, no sweeteners, no worries.”

Showcased on a billboard in Camden, London, the out-of-home advert follows Dash’s recent biggest OOH campaign to date, which was launched across the London Underground with an estimated reach of 20 million people.

The tongue-in-cheek move also comes amid the wonky-fruit soft drink brand’s ongoing mission to champion natural ingredients and position itself at the forefront of a new wave of healthy soft drinks.

Dash Water co-founder Jack Scott said: “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.

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“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.

“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.

“So, here’s to choosing a drink that not only tastes good but also makes us proud of our choices,” Scott added.

In a recent interview with Grocery Gazette, Scott said that he one day hopes that Dash could rise to a size where it would be available globally, alongside the established soft drink giants like Coca Cola or Pepsi.

“I’m not naïve in the fact that Coca Cola is an amazing brand that means a lot to so many people. But I think it’s about giving people choice,” he explained.

“We’ve created a simple, versatile brand that can thrive in different environments and various markets. There’s no reason why we can’t grow into a very large soft drinks brand.”