An experiential marketing strategy to capture shoppers’ attention

The arrival of Dash Water in France represented a major challenge: finding its place within the already saturated sugar-free drinks segment, dominated by well-established brands.
The British brand of sparkling water infused with “wonky fruit” aimed to stand out by offering a healthy, sustainable and desirable alternative, while making a strong impression right from its launch.

The objective was twofold: to appeal to urban consumers attentive to product composition and environmental impact, while at the same time sparking curiosity and engagement around Dash Water’s unique identity.

A Brand Activation strategy to attract consumers

For its launch on the French market, Dash Water chose an immersive in-store activation at La Grande Épicerie du Bon Marché in Paris.
The set-up was built around an experiential marketing approach, combining:

  • A colourful, eye-catching pop-up in the brand’s vibrant identity.

  • Tastings allowing visitors to discover the different flavours of the range.

  • Personalised interactions, including a calligraphy workshop where guests could leave with a customised can.

This approach blended product discovery with emotional connection, designed to maximise both engagement and memorability.

A successful execution for a supermarket launch

The location within a high-traffic venue gave Dash Water optimal visibility and allowed the brand to attract consumers eager for innovative new products.

The activation generated strong interest among shoppers, who were captivated by a differentiated experience. It also enabled the brand to affirm its identity, associated with values of innovation and sustainability. This first success in grocery retail marked a key milestone in the brand’s entry into the French market, confirming the relevance of this approach.

Through this experiential shopper marketing activation, Dash Water succeeded in turning an in-store event into a memorable and engaging moment, paving the way for new 360° initiatives to support its growth in France.