This month, Phizz, the UK’s No. 1 hydration enhancer, launches its latest integrated campaign. Running across London from March through to June, the campaign is built around the concept “Phizz Makes It Better” and combines out-of-home media, large-scale sampling, events, and strategic partnerships and paid and organic social which is forecasted to deliver 40m impressions.
The creative focuses on real routines and relatable daily moments — from the commute and the school run to the desk reset, dog walk and post-gym stretch — centred around four key personas. It is built on a simple insight: most people aren’t trying to optimise every aspect of their lives; they’re simply looking to feel a little better, day to day. Phizz has been founded to offer just that, helping to make those everyday moments that little bit better; through daily hydration.
The number one brand in the UK retail market’s fastest-growing wellbeing category*, Phizz sold 65 million drinks last year, showing continued consumer demand for convenient, effective hydration. The primary objective of the campaign is to drive awareness, ensuring more people recognise the brand and understand the role effective hydration can play in everyday life.
Working in partnership with One Agency Media, the brand has secured sites across all major London Underground stations, and a fleet of 10 branded taxis and 50 buses in June. Sampling also plays a central role in the campaign, with 1m drinks set to be distributed at high-footfall commuter locations. This will be supported by retail and experiential activations at Waitrose Canary Wharf Holland & Barrett, WH Smiths, Tesco & Sainsbury’s. In addition, Phizz has gone live with five shelf trays in key retail partners including Tesco Ireland, Tesco UK and Boots in a bid to recruit new consumers to the hydration category through an elevated retail experience.
The campaign was developed in partnership with Local Provisions. Co-Founder Pete said: “Phizz Makes It Better’ celebrates real life — not the polished, perfect version of wellness. Most people aren’t training for marathons or chasing constant optimisation; they’re balancing busy lives and simply want to feel a little better each day. This campaign shows how simple, science-backed hydration can support those everyday moments — whether that’s the school run, the commute, or a weekend run with friends.”
Daniel Cray, Founder of Phizz, added “We wanted to create a campaign that connects Phizz with the everyday moments where hydration matters most — commuting, exercising, travelling and socialising. That’s why the creative focuses on real people and real routines, showing how Phizz fits naturally into daily life rather than presenting unrealistic wellness ideals. We know that if hydration is going to become part of someone’s daily routine, flavour is critical. Electrolyte products have historically struggled in this area, which is why Phizz has invested heavily in developing flavours people genuinely enjoy — making it easier to build a consistent hydration habit.”
Alongside the London campaign, Phizz has also secured a number of national partnerships, including becoming the Official Hydration Partner of the Hackney Half Marathon, where the brand will sample to 28,000 runners and activate within the event village. Phizz is also confirmed as the headline sponsor of Fearne Cotton’s Happy Place Festival, which takes place across two sites in the UK this summer. The brand is also supporting a number of smaller partners including Padel and Prams and These Girls Run.
To mark Hydration Week 2026 (16-22 March), Phizz commissioned new research into the hydration habits of the nation. Co-Founder Dr Paul can be heard on Dora Walsh’s show – Nutrition for Health on UK Health Radio on Saturday, and as part of a live Q&A session with Hip & Healthy on Monday, further driving authority and credibility for the brand.
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