Comedian Merrick Watts Goes Rogue with a Billboard in Posca Hydrate’s Latest Campaign
Posca Hydrate, the sparkling hydration drink inspired by ancient wisdom and designed for modern-day warriors has handed over the reins – and a full-size billboard – to its co-founder – comedian and radio personality Merrick Watts, in a bold new stunt designed to supercharge awareness for the brand.
The catch? We don’t know what he’s done with it. And we’re not telling you where it is. In a campaign that brings comedy, chaos and gladiatorial mischief to the streets, ‘Find Merrick’s Billboard’ challenges Aussies to track down Merrick’s custom creation – a billboard where he has complete creative freedom. Whether it’s epic, absurd or just downright weird (spoiler: probably all three), you’ll know when you see it. And if you do? You could win flights to Rome, the ancient home of Posca Hydrate.
The 6-week ‘Find Merrick’s Billboard’ campaign is rolling out across Out-of-Home media nationally from May 26, 2025, and amplified via social, digital and PR. “This isn’t just about turning heads with a billboard stunt – it’s about staying true to our DNA,” said Ed Stening, Co-founder of Posca Hydrate. “Is handing a billboard over to Merrick with no rules risky? Hell yes, but calculated boldness is what Posca stands for. We are a hydration brand that skips the serious, brings the fun and delivers when its game time.”
Flipping the script on traditional outdoor advertising, Posca Hydrate has worked in partnership with Outdoor Advertising Collective (OAC), Australia’s fastest-growing outdoor business that offers brands, like Posca Hydrate, access to a network of assets, predominantly large format billboards. Grant Kirkby, founder of OA Collective, says “we’re always looking to collaborate on campaigns that push creative boundaries and deepen audience engagement. Activations like this with Posca Hydrate don’t just capture attention – they help evolve and elevate the Out-ofHome landscape, which is exactly what we’re focused on achieving”.
To enter, participants must physically spot Merrick’s billboard in the wild – meaning time, location, and ideally a snap for proof. The rules are simple:
- 1. Find the billboard before June 30th, 2025 (we’re not saying where – that’s your job)
- 2. Text the location to 0437 936 390 (beware, Merrick may call you back)
- 3. Chance to win (flights to Rome or a minor prize)
Entries will go into the draw to win a major prize, return flights for two to Rome (estimated flight time approx. 57 hours), deliberately extended to be the longest journey to Rome possible – because no true gladiator ever took the easy way out. The minor prize will see one lucky winner supplied with a year’s worth of Posca Hydrate.
The disruptive campaign is designed to create talkability and earned attention, aligning with Posca Hydrate’s position as a modern hydration brand with ancient roots and no interest in playing by traditional rules.
For more information on Posca Hydrate, please visit www.poscahydrate.com or @poscahydrate on Instagram and Tiktok.
Competition terms and conditions apply. Please see here for details.
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