DASH is launching its largest-ever national media campaign this July as the soft drinks brand looks to build momentum during the key summer trading period.

The real fruit-infused drinks business is expanding its ‘The Drink That Has It All’ platform with its biggest media investment to date, spanning TV, out-of-home, digital and radio.

The campaign will run from 1 to 31 July and is expected to deliver more than 203m impacts across the month. DASH said the activity will reach one in seven UK adults an average of 25 times each.

The brand will appear across Sky and ITV1, as well as out-of-home and digital channels. It will also move into radio for the first time, with activity planned across Capital and Heart.

DASH said the campaign will reach around 72 per cent of London adults during July, as it looks to increase visibility around summer soft drink occasions.

The campaign builds on last year’s launch of ‘The Drink That Has It All’, which positions DASH around fizz, flavour and real ingredients without “fake” additives or compromise.

DASH founder and chief marketing officer Jack Scott said: “Last year, we launched ‘The Drink That Has It All’ and saw a fantastic response from consumers.

“This year, we’re building on that momentum with refreshed out-of-home creative that dials up DASH’s taste credentials, alongside an expanded media plan that introduces new channels and takes the campaign further than ever before.”

He added: “People are tired of brands telling them what they need to cut out or sacrifice. DASH has always stood for the opposite. We believe you can have incredible flavour, refreshing fizz and great ingredients without compromising on your health.”

The brand said its TV advert scored 5.1 stars with System1 among category buyers aged 20 to 40 in the ABC1 demographic, placing it in the top 6 per cent of ads tested and ahead of the soft drinks average of 3.1 stars.

Scott said the results gave DASH “real confidence” ahead of its biggest media push to date.

Alongside the campaign, DASH is launching a national on-pack promotion across its 500ml Big DASH range, giving shoppers the chance to win a MINI.

The promotion is designed to support the brand’s meal deal proposition and drive sales across the summer period.

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