HOW CAN YOUNG CHALLENGER BRANDS
GO UP AGAINST COCA COLA AND WIN?
They can take a leaf out of Dash Water’s book for a start. Not content with fighting for crumbs at the Big Brand table Dash announced their arrival in the Big time with an advertising campaign that built the platform for everything that came after.
Planted a flag in the ground as a healthy alternative to fizzy drinks. Landed their distinctive point of WONKY difference. Grabbed the attention of buyers, consumers, industry influencers, and told the competition they meant business.
Using Wonky billboards, Tube and Roadside posters and mass sampling events in key locations we helped DASH ‘Own the Summer’ of 2022. The campaign was everywhere and culminated in national press coverage after TFL refused to carry the now famous ‘Wonky Aubergine’.
How can challenger brands win against all of the odds?
They build a platform for scale. They create unstoppable momentum by exploding out of advertising blocks. They get seen, noticed, talked about and shared by all of the people who matter most.
And they can do all of this by copying DASH
