This summer Posca Hydrate sparkling functional drink is taking over billboards across hundreds of buses along Australia’s East Coast including full coverage of the Sydney bus network. Running through to April 2026, The Elixr To Fix Ya campaign aligns peak-season movement with high frequency, street-level impact.
The creative showcases Posca Hydrate’s distinct personality – “fun, cheeky and a little rebellious” – brought to life in vibrant, high-contrast artwork that stops traffic (and scrolls).
“It’s function meets flavour: a zero-sugar sparkling elixir with electrolytes and prebiotics, designed to deliver sustained hydration with taste that hits,” according to the brand.
The campaign’s bus portraits and panels are engineered for “maximum punch” and consumer visibility, with headlines including:
- “Tap on, tap off… tapped out?”
- “More bags than an Eastern Suburbs delivery driver?”
- “A bit moist?”
- “Hang-xious?”
- “Your Mum?”
“Posca Hydrate born on my kitchen bench during lockdown and now it’s riding shotgun on buses and staring down commuters from billboards. With our summer campaign we wanted to do something bold that makes people smile, double-take or spit out their almond milk latte. It’s a bit rogue, unapologetically Posca and proudly Aussie, just like the drink itself,” said Merrick Watts, Co-founder of Posca Hydrate. “Aussies have endless beverage options, so our summer strategy was simple: make Posca Hydrate unmissable. The go-to for any occasion, whether it’s a reset, a pick-me-up, a mixer, or just something that’s actually better for you. While other brands might be jostling for the back of the bus, Posca Hydrate takes pride on the sides, grabbing attention where it counts. This campaign is about showing up big, making a statement and putting real hydration in the spotlight. If you’re on the move, you won’t miss Posca Hydrate,” said Ed Stening, Co-founder and CEO of Posca Hydrate.
Posca Hydrate has worked in partnership with media agency AFFINITY to roll out this outdoor campaign. “AFFINITY is proud to support Posca Hydrate’s accelerated growth this summer with calculated media expertise to amplify ‘the Elixir to Fix Ya’ message, and we look forward to what comes next from Merrick, Ed and the team,” said Angela Smith, CEO, AFFINITY.
Posca Hydrate Co-founders Ed Stening and Merrick Watts.
