Affinity and Adonix have launched a hyper-targeted digital out-of-home (DOOH) campaign for Posca Hydrate. This initiative leverages Adonix's technology to deliver contextually relevant advertisements that adapt to consumer needs throughout the day.

The ads are geo-targeted, directing viewers to the nearest Posca Hydrate retailer in real-time.

The campaign aims to drive consumer engagement and sales within the competitive fast-moving consumer goods (FMCG) hydration category. Affinity was appointed to lead strategic media planning for Posca Hydrate in late 2024 following a competitive pitch.

Posca Hydrate, a sparkling functional drink, is based on a 2,000-year-old recipe and co-founded by Merrick Watts. The beverage is marketed as a zero-sugar health elixir containing electrolytes, prebiotics, and natural ingredients.

Ed Stening, CEO of Posca Hydrate, commented on the campaign, "Affinity continually proves they're far more than a typical strategic and media partner. This Adonix-powered campaign is another example of their knack for innovation and stretching our budget beyond expectations. The ability to leverage such precise, real-time data to boost both visibility and sales is exactly what an ambitious brand like ours needs to fuel growth."

Affinity CEO Angela Smith, stated, "We love working with smart, ambitious teams like Posca Hydrate. This campaign perfectly embodies our focus on growth - combining strategic creativity with cutting-edge data application. Adonix have been amazing as media partners – both collaborative and creative in the best of ways. The result is powerful brand relevance exactly when and where it matters most."

Ishan Cross, Adonix’s Head of Partnerships, remarked, "Teaming up with Affinity and Posca Hydrate truly maximises the potential of our technology. It’s inspiring to see how precision data and inventive execution come together to deliver measurable business outcomes for brands."