Soft drinks brand Dash has launched its first nationwide on-pack competition, giving shoppers the chance to win a new Mini simply by purchasing a Big Dash 500ml can.
Running throughout July and August, the promotion is designed to drive excitement around the brand’s growing 500ml range and to “encourage shoppers to choose Big Dash as part of their meal deal this summer,” it said.
To enter, shoppers simply purchase a promotional can, peel back the competition sticker to reveal a unique code and enter it via the dedicated competition microsite.
Instant win prizes include £2 Big Dash coupons, tote bags, and merchandise bundles.
Jack Scott, founder and CMO, said: “Big Dash has real momentum. We created the range for the meal deal occasion, where shoppers want more liquid without compromising on great ingredients or taste, and the response has exceeded our expectations.
“This competition gives consumers another great reason to pick up a Big Dash this summer. Winning a Mini is a brilliant headline prize, but with thousands of instant wins available, we’re making every purchase more exciting while getting more cans into more hands.
“Combined with our biggest-ever media campaign, this is our largest shopper activation to date. It’s all about driving trial, increasing visibility at shelf and giving retailers another reason to get behind Big Dash during the busiest period of the year.”
The competition forms part of DASH’s wider summer marketing campaign, building on its acclaimed The Drink That Has It All platform with the brand’s largest ever media investment.
Spanning TV, radio, digital and OOH, the campaign will deliver more than 200m impacts throughout July, supported by extensive in-store activation across key retail partners. The brand is also partnering with viral TikTok duo MC & Florrie to amplify the competition across social media and encourage even more shoppers to get involved.
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