Drinks brand Dash has launched an OOH marketing drive as part of its Dry January promotion, which aims to show consumers that cutting down on alcohol does not have to be restrictive.

The new campaign will run until the end of the month, with the placement delivering an estimated 124m impressions, reaching over half of Londoners an average of 28 times.

This is part of the sparkling water brand’s first fully in-house campaign, which accompanies the latest launch of the limited-edition Clean Dirty Martini Kit Drop, a collaboration with Perelló.

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Bridget Hirst, head of brand at Dash commented: “Our first in-house campaign is built around a simple belief: going dry in January doesn’t need to feel punishing or restrictive.

“With our biggest OOH takeover yet, we want to help people embrace positive swaps while still enjoying life. You really can have it all… and then have another.”

The Dash ads were designed to highlight the brand’s message among daily commutes, a reminder that nights out don’t require alcohol.

This campaign comes as recent data revealed that a record number of Brits are taking part in Dry January this year as consumers are becoming increasingly health aware.