Soft drinks firm, Dash Water hits out at the beverage industry’s lack of transparency in a new out-of-home campaign.

Titled ‘Canspiracy’, the marketing drive is made up of a series of interactive billboards that reveal that the industry is failing to disclose the truth about the health risks of artificial sweeteners like aspartame.

The World Health Organisation has flagged that consumption of these sweeteners has led to an increased risk of type 2 diabetes and cardiovascular disease.

Co-founder at Dash Water, Jack Scott said: “At Dash, we believe consumers have a right to the full truth. We are proud to be leading a new soft drink revolution and remain committed to challenging the status quo. While Big Soda hides behind misleading health claims, we’re standing firm for transparency.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

“Online guidance often contradicts the World Health Organisation’s recommendations, leading people to believe artificially sweetened drinks are a healthier choice. We won’t accept that a refreshing drink should come at the cost of your health.”

This comes after the brand unveiled a billboard that seemed to cover a Coca-Cola ad, with the tagline: “Finally, a drink to feel good about.”

Scott added: “We’re not afraid to challenge the soft drinks giants who put profit before people. Consumers deserve to know exactly what they’re putting into their bodies. Through this campaign, we’re not only giving them the tools to uncover the truth but also empowering them to make informed decisions with confidence.”