Soft drinks brand Dash has launched its biggest-ever campaign with a bold new brand platform and its first national TV ad, backed by significant media spend.

Titled ‘The Drink That Has It All’, the new campaign aims to reject wellness compromise in favour of fun, flavour, and real fruit, positioning Dash – known for its zero-sugar sparkling waters infused with “wonky” fruit – as the go-to for health-conscious shoppers.

The tongue-in-cheek 30-second TV spot, created by creative agency The Or and directed by Freddie Waters of Somesuch, follows the colourful life of a woman at the centre of a seven-person polycule.

Due to launch from 1 July, the new advert will be showcased by a high-impact out-of-home (OOH) campaign reaching 30% of UK adults 12 times over the summer.

The campaign also includes a major brand sampling push across key cities including London, Bristol, Manchester and Birmingham, alongside national social media activity.

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“Compromising is quite simply, boring,” said Dash founder and CMO Jack Scott

“People are fed up with being told what they shouldn’t have, so we’re flipping the traditional wellness script and injecting it with flavour and fun.

“For our TV debut, we wanted to show how, with Dash, you don’t need to choose between what tastes good and what is good for you. Phenomenal flavour made from real fruit.

“And just like we don’t compromise on flavour, at Dash, we don’t compromise on creativity, so we’re thrilled to partner with creative powerhouse The Or and Freddie Waters to bring this campaign to life in a way that encapsulates our playful and daring nature.”

The campaign marks the brand’s largest media investment to date, reflecting its rapid growth and ambition to disrupt the UK drinks market further.

Earlier this month it launched a fresh new packaging design to debut its new retail push, aimed at showcasing its full-flavour taste and health credentials and its mission to tackle food waste and promote sustainability.