Bridget Hirst, Head of Brand at DASH Water, joins us to explore how a young soft drinks company is preparing to take on the giants.

She explains the mix of discipline and creative instinct behind DASH’s rise, shaped by her years on Lucozade and Ribena at Suntory and sharpened through her work at Proper Snacks.

Bridget talks through why DASH has stayed focused on its core range while other brands chase trends, how the team models shifting consumer behaviour as people move away from both sugar and artificial sweeteners, and why taste remains the real battleground in soft drinks.

She also shares the story behind DASH’s first TV campaign, a creative risk that could have gone either way and instead became a defining moment for the brand.

This episode looks at the practical side of challenger growth. How to prioritise. How to avoid dilution. How to build a brand people are proud to be seen with.

For anyone interested in the thinking behind bold creative leaps or in the mindset required to scale a challenger, Bridget’s approach offers rare clarity.

🎧 Beyond the Brand is brought to you by ⁠Sampl⁠, the smarter way for brands to turn product trial into measurable growth.