The Dash Energy Drink claimes to “unlock a person’s hidden potential” as well as being nutritional. OnePlus is using the “a day’s power in half an hour” slogan to market the energy drink. Claiming drinking the energy drink eliminates the need to sleep for eight hours to recharge, the slogan echoes the original Dash Charge promise of charging a phone in half an hour.
Delivering the product in the real world, A Dash Energy Van, supplied and wrapped by Promohire, travelled through London before arriving at Bishops Square, Spitalfields where they were giving away samples and offering money off Dash Charge bundles. Visitors to Spitalfields could quote ‘I’m out on the Dash’ and automatically receive a Dash Energy Drink and a OnePlus T-shirt and tweeting a picture of the van with the hashtag #DashVanCharge could put customers in the running to win a OnePlus 3T.