Probiotic soda brand Living Things has launched its biggest marketing campaign, ‘Refresh Your Inner Thing’, which marks a  milestone in its overall growth.

The mass media campaign is set to run across London Underground, street posters and buses for four weeks, and the company expects to reach an estimated 5.73m people.

The brand’s out-of-home marketing activity will be supported by in-store activations which is designed to boost shelf-to-sales conversion.

Additionally, there will be ‘Refresh Your Inner Thing’ point-of-sale materials such as wobblers and shelf barkers rolling out across Asda Express, Ocado and independent convenience stores across London.

The central campaign features the brand’s popular Watermelon & Lime and Raspberry & Pomegranate flavours, part of a film which aims to highlight Living Things’ position as a better-for-you soda.

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Jonathan Relph, founder of Living Things, said: “We’ve grown Living Things quickly by getting the product into more of the places people buy and enjoy soft drinks.

“This campaign marks the next big chapter for us – building awareness around that distribution and giving more people a reason to reach for Living Things when they see us on shelf or in the chiller.”

“People want better-for-you choices, but they don’t suddenly stop caring about flavour, refreshment or enjoyment.”

The move comes as the business is pushing towards its next chapter of growth, increasing its investment in brand awareness.

This campaign follows a period of innovation and expansion for the company, which includes the launch of a Cherry & Lime flavour earlier this year.

Additionally, the brand has grown its retail footprint across major supermarkets, including Waitrose, Sainsbury’s, Morrisons and Ocado.