"Dig-In helps challenger brand Phizz to emerge as the student hydration hero in Freshers Week 2025 by actively targeting students with samples exactly at the time that they are forming new wellbeing routines. The hydration market is not for the faint hearted, it is dominated by both supermarket big hitters and leading brands so, to be innovative and stand out within this space they teamed up with trailblazing student marketing company Dig-In."
"By placing 20,000 effervescent hydration samples into Dig-In's sustainable branded tote bags Phizz were able to reach 160 universities across the country, targeting students at key moments during sport, recovery, travel, hangovers, illness, and daily wellness. Hydration is a booming Gen Z priority so turning first time users into committed fans through trial was key to penetrate a category dominated by supermarket own-brand and high-spend competitors."
Dig-In placed 20,000 effervescent Phizz samples in sustainable branded tote bags across 160 UK universities during Freshers Week 2025, targeting moments like sport, recovery, travel, hangovers, illness, and daily wellness. Between 46.8% and 56.1% of students had never heard of Phizz before the initiative, making awareness and first trial vital. Nearly 70% of students consume hydration or vitamin products at least once a week. Sampling produced a 70% increased likelihood of purchase, 57–64% switching intent, and a 66–76% recommendation rate. Students rated Phizz highly on packaging, convenience, and satisfaction, giving 4.3 out of 5 for 'on the go' convenience, and 68.8–72.7% agreed the sample increased their likelihood of buying.
Read at Exchangewire
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