Dash Water has taken aim at soft drink giants, by launching a marketing campaign that promises to help consumers ‘uncover the truth’ about the health risks of the sector.

The fruit-infused soft drink brand has unveiled a interactive billboard campaign, titled ‘Canspiracy’, that slams the soft drinks industry’s lack of transparency.

Showcased in Shepherds Bush Green, London, passers-by can use filtered glasses to “expose” a hidden message, which accuses ‘Big Soda’ of failing to disclose the health risks of artificial sweeteners like aspartame.

Aspartame is a sweetener, popularly used as a replacement for sugar in drinks and other food products. However, it has been flagged by the World Health Organisation as having potential links to health conditions including increased risk of type 2 diabetes and cardiovascular disease.

“At Dash, we believe consumers have a right to the full truth,” said Dash Water co-founder Jack Scott.

 

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“We are proud to be leading a new soft drink revolution and remain committed to challenging the status quo. While Big Soda hides behind misleading health claims, we’re standing firm for transparency.

“We’re not afraid to challenge the soft drinks giants who put profit before people. Consumers deserve to know exactly what they’re putting into their bodies. Through this campaign, we’re not only giving them the tools to uncover the truth but also empowering them to make informed decisions with confidence.”

Last year Dash last year challenged Coca-Cola in a marketing stunt designed to shine a light on the use of artificial sweeteners in soft drinks.

A Dash ad was plastered over a billboard that appears to have displayed a Coca-Cola ad previously, with its tagline, “Finally, a drink to feel good about”, and “No sugar, no sweeteners, no worries.”

Speaking about its latest campaign, Scott added: “These stunts aren’t just about making noise. They’re backed by our customer data, which shows that 70% of people choose Dash as a healthier alternative. The message is clear: people want transparency and drinks made with real ingredients, not chemicals.”