What happens when the UK’s favourite apple pairs up with one of the fastest-growing drinks brands?

You get the ultimate collaboration of the summer, and a masterclass in cross-category disruption.

Live in over 1,000 Tesco stores nationwide, the DASH Water x Pink Lady launch was brought to life via Valley’s fully branded, pre-filled display shippers, engineered to stop shoppers and encourage trial of the new fruity flavour.

The real magic isn’t just in the eye-catching design, it’s in the strategic retail placement.

Breaking Out of the Standard Fixture

Traditional merchandising dictates that drinks stay in the soft drinks aisle. But to truly maximise a co-branded campaign, you have to break the rules of conventional store planning.

Alongside standard placements, these shippers were deliberately positioned right in the fresh fruit aisle, next to the apples used to make the drinks. By invading an unexpected category, the activation achieves three critical FMCG goals:

• High-Impact Disruption: It interrupts habitual buying patterns, creating a genuine moment of surprise for customers shopping fresh produce.

• Pre-filled Displays: Ensures the product reaches the shop floor, right place, right time.

• Audience Expansion: It puts DASH directly in front of fresh-produce shoppers who might otherwise bypass the soft drinks aisle entirely.